{"id":16402,"date":"2025-09-14T20:55:16","date_gmt":"2025-09-14T20:55:16","guid":{"rendered":"https:\/\/www.newsbeep.com\/il\/16402\/"},"modified":"2025-09-14T20:55:16","modified_gmt":"2025-09-14T20:55:16","slug":"shining-a-light-on-media-planning-your-questions-answered-story","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/il\/16402\/","title":{"rendered":"Shining A Light On Media Planning: Your Questions Answered. | Story"},"content":{"rendered":"<p>Marketers and agencies have numerous questions about media planning (and audio specifically) and Pierre Bouvard, Chief Insights Officer of the Cumulus Media | Westwood One Audio Active Group, has a few answers in his <a href=\"https:\/\/www.westwoodone.com\/blog\/2025\/09\/08\/your-media-planning-questions-answered-the-audio-planning-guide-from-the-cumulus-media-westwood-one-audio-active-group\/\" target=\"_Blank\" rel=\"nofollow noopener\">latest post<\/a>.<\/p>\n<p>Among them: What are the ideal audio media plan allocations? Are there any seasonality patterns in AM\/FM radio listening?<\/p>\n<p>The data is sourced from Edison Research\u2019s \u201cShare of Ear\u201d Report, Nielsen\u2019s Nationwide, and Nielsen\u2019s Media Impact, the media planning and optimization platform.<\/p>\n<p>What are the ideal audio media plan allocations?<\/p>\n<p>\u201cMany media strategists and planners mistakenly believe Pandora and Spotify have the largest share of ad-supported audio listening,\u201d Bouvard writes. \u201cPerception is not reality. At a 66% share, Edison Research\u2019s \u201cShare of Ear\u201d reveals AM\/FM radio is the dominant ad-supported audio platform. A strong number two is podcasting.\u201d<\/p>\n<p>According to the Q2 2025 Edison \u201cShare of Ear\u201d study, AM\/FM radio\u2019s 66% share is 13 times larger than Spotify and 16 times larger than Pandora.<\/p>\n<p><img decoding=\"async\" style=\"height: auto; max-width: 100%; border: none; display: block;\" src=\"http:\/\/www.insideradio.com\/app\/Images2025\/WWO09092025chart2.jpg\" alt=\"\"\/><\/p>\n<p>If I\u2019m buying music streaming and podcasts, can I \u201ccheck the box\u201d on audio?<\/p>\n<p>\u201cNot so fast!\u201d Bouvard warns. \u201cIf you only buy digital audio, you\u2019ll miss 70% of America. Edison\u2019s \u2018Share of Ear\u2019 reveals that the combination of Spotify, Pandora, and podcasts only reaches 30% of the U.S. on a typical day. The addition of AM\/FM radio causes daily reach to soar to 75%.\u201d<\/p>\n<p>What is the ideal allocation of AM\/FM radio weight by daypart? Is it true that radio is a \u201cdrive time\u201d medium?<\/p>\n<p>Says Bouvard: \u201cMyth buster. No, AM\/FM radio is not a \u2018drive time\u2019 medium. 58% of all U.S. AM\/FM radio listening occurs outside of morning and afternoon drives!\u201d<\/p>\n<p>According to Nielsen, here is the ideal daypart allocation based on how Americans listen to AM\/FM radio:<\/p>\n<p>        22% Monday-Friday, 6am-10am26% Monday-Friday, 10am-3pm20% Monday-Friday, 3pm-7pm7% Monday-Friday, 7pm-midnight20% weekends, Saturday-Sunday, 6am-midnight5% Monday-Sunday, midnight-6Aam<\/p>\n<p>Are there any seasonality patterns in AM\/FM radio listening?<\/p>\n<p>\u201cIn short, no. Indexing aggregated monthly audiences from all Portable People Meter markets reveals exceptionally consistent listening levels throughout the year,\u201d Bouvard writes. \u201cSpring months are slightly higher than average while Summer months are ever so slightly below the annual average.\u201d<\/p>\n<p><img decoding=\"async\" style=\"height: auto; max-width: 100%; border: none; display: block;\" src=\"https:\/\/www.newsbeep.com\/il\/wp-content\/uploads\/2025\/09\/WWO09092025chart5.jpg\" alt=\"\"\/><\/p>\n<p>What is AM\/FM radio\u2019s reach during major holiday weeks?<\/p>\n<p>\u201cNielsen reveals holiday weekly reach of AM\/FM radio is identical to typical weekly reach levels,\u201d Bouvard writes. \u201cAs such, retailers with major holiday sales can confidently use AM\/FM radio to get the word out about seasonal promotions.\u201d<\/p>\n<p>Can I generate meaningful incremental reach with the addition of AM\/FM radio to the media plan?<\/p>\n<p>\u201cYes! Major brands find that adding AM\/FM radio to media plans can generate a significant lift in campaign reach,\u201d Bouvard writes. \u201cAccording to Nielsen Commspoint, the media planning platform, a reallocation of 20%-30% of the digital\/TV budget to AM\/FM radio generates significant lifts in incremental reach.<\/p>\n<p>\u201cFor example, investment in digital and television results in a 27% reach. Shifting 30% of the media budget to AM\/FM radio results in campaign reach jumping from 27% to 45%. This 30% reallocation to AM\/FM radio generates a stunning +75% increase in reach for the same investment.\u201d<\/p>\n<p>If media strategy calls for increased reach among 18-49s, which media can generate the greatest lift?<\/p>\n<p>\u201cLook no further than AM\/FM radio! According to Nielsen Media Impact, the addition of AM\/FM radio to a digital\/TV plan resulted in significant lift among 18-49-year-olds, ranging from 29% to 48%,\u201d Bouvard writes. \u201cThis scenario shifted 20% of the digital\/TV plan to AM\/FM radio with no increase in budget.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"Marketers and agencies have numerous questions about media planning (and audio specifically) and Pierre Bouvard, Chief Insights Officer&hellip;\n","protected":false},"author":2,"featured_media":16403,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[28],"tags":[146,3411,85,46,409,43],"class_list":["post-16402","post","type-post","status-publish","format-standard","has-post-thumbnail","category-music","tag-entertainment","tag-free","tag-il","tag-israel","tag-music","tag-news"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/16402","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/comments?post=16402"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/16402\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media\/16403"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media?parent=16402"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/categories?post=16402"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/tags?post=16402"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}