A series of Nielsen cross-media studies commissioned by CUMULUS MEDIA | Westwood One finds the addition of AM/FM radio to the TV plan generates a substantial lift in campaign reach.
Using Nielsen Scarborough data, Westwood One examined TV time spent among heavy TV viewers as well as light and non-TV viewers who are registered voters. Here’s what we found.
AM/FM radio makes TV better, adding incremental reach, especially among light TV viewers, younger demographics, and during the important periods of retail prime time.
What percentage of your TV impressions come from light TV viewers? How can AM/FM radio make your TV better? Here are the results from a first-ever Nielsen cross media audience study.