A recent Inside Radio article, “Shining a Light on Media-Planning: Your Questions Answered,” highlighted what many media buyers already suspect: there are overlooked opportunities sitting just outside of traditional TV and digital plans. Opportunities that can generate meaningful incremental reach—often at a lower cost.

At the heart of these insights lies a simple question: What if you reallocated just 10% of your TV budget into AM/FM radio for one month? Not a wholesale reinvention of your media mix. Not a risky bet. Just a proven strategy that could unlock audiences you’re not reaching today—and deliver results that may surprise you.

The Hidden Power of Weekends

When most people think of radio, they picture the morning and evening drive times – and for good reason, too; those slots have shaped radio planning for decades. However, relying solely on that tradition can mean overlooking valuable opportunities for growth.

Senior Media Strategist and Buyer, Pam Wolfgram, says there’s untapped potential in weekend media that’s being ignored. 

“We’ve always known about drive times not being the end-all, but what stands out to me is the opportunity of weekends for reach. For campaigns that want to increase their reach and find new ears, that’s an affordable way to do it. The dollars won’t add up dramatically, but the impressions will.”

Weekends may not scream “prime time,” but that’s exactly their strength. Costs are lower. Audiences are steady. And listeners are more relaxed, more open to engaging with content and messages. For marketers chasing incremental reach, weekends aren’t filler; they’re fuel.

Midday Isn’t a Throwaway

Another blind spot in radio planning? Midday. Advertisers fixate on the commute windows and dismiss midday listening as an afterthought. Network Buyer, Jared Kulaga, reveals that the data tells a different story.

“For 5–10% less, I can buy midday dayparts… in terms of reach and frequency, it’s a big audience.”

People aren’t only tuning in during commutes, they’re listening to the radio while working, running errands, and cooking at home. While competitors are paying a premium to cluster in mornings and evenings, you could be capturing efficient impressions midday at scale.

The Incremental Reach Factor

Here’s where the numbers get hard to ignore.

According to Nielsen Commspoint, reallocating just 20–30% of digital or TV spend into AM/FM radio generates significant incremental reach.

SMI’s clients have seen success with this strategy.

Radio is a powerful generator of incremental reach.

Pierre Bouvard, Chief Insights Officer of Cumulus Media’s Westwood One Audio Active Group, says that marketers who only buy digital audio are missing 70% of American Audiences. 

“Edison’s ‘Share of Ear’ reveals that the combination of Spotify, Pandora, and podcasts only reaches 30% of the U.S. on a typical day,” said Bouvard in InsideRadio, “the addition of AM/FM radio causes daily reach to soar to 75%.”

This isn’t about replacing TV or digital. It’s about making your existing plan work harder and stacking incremental reach on top of what you’re already buying.

Don’t Sleep on the Holidays

Another common misconception: radio listening falls off during major holiday weeks. The reality? Nielsen data shows reach is virtually identical to any other week. 

So whether it’s a Black Friday blowout, holiday gifting push, or year-end clearance event, AM/FM radio remains a steady, reliable reach vehicle when you need it most. Advertisers win year-round by tapping into seasonal moments early, and honing in on consistent, impactful messaging.

So… What Could 10% Do?

Marketers don’t need to overhaul their plans to see results. By reallocating just 10% of TV spend for a single month, you could:

• Unlock incremental reach that TV alone can’t deliver

• Capture undervalued impressions during weekends and middays

• Strengthen holiday campaigns with reliable, steady reach

• Learn how AM/FM complements and extends your existing mix

That’s our ask: 10% for one month.

The upside? More impressions. More ears. More efficiency. The downside? You learn something new about your audience and your media plan. Are you ready to see what 10% can do?