This week's edition of the Cumulus Media | Westwood One Audio Active Group® blog features a guest post by John Fix. He explains why media mix modelers (MMM practitioners) should now treat radio as a fresh media channel, thanks to the availability of precise "as-run" delivery data. He also warns against limiting radio's current ROI estimates based solely on outdated historical results.
The new "as-run, actual" radio delivery data represents a clear "trend break" in modeling inputs.
Modelers are encouraged to reduce reliance on prior assumptions, giving the model greater flexibility to uncover stronger performance signals from this enhanced, more accurate radio dataset.
Broadcasters have collaborated with key partners—including firms like Media Monitors, Act1, and Nielsen—to establish a standardized approach for delivering comprehensive as-run data across total radio purchases. Media mix modeling thrives on weekly as-run GRPs (Gross Rating Points), and the radio industry can now supply detailed, granular weekly figures.
A major milestone came in August 2025, when Media Monitors expanded its radio advertising tracking coverage from 106 U.S. markets to 250 markets, dramatically improving data availability and depth for national and local campaigns.These advancements in input quality—shifting from planned estimates to true as-run deliveries—mark a significant upgrade for modelers.
Key recommendations include:
- Use as-run, delivered data for the full radio dataset in any MMM analysis.
- Inform your MMM provider that the current radio inputs differ meaningfully from historical patterns.
- Recognize that the new methodology for generating accurate as-run terrestrial radio data effectively positions radio as a "new" media channel in models.
- Ultimately, the MMM process works best as an ongoing dialogue between advertisers, media providers, and modeling partners.
To read John Fix's full blog post, visit the Cumulus Media | Westwood One Audio Active Group® blog at WestwoodOne.com/blog.