What Happens When a Major Advertiser Replaces TV with Radio?

Written By

Liz Iversen

Published On

Tuesday, Mar 23
Retro yellow tv with antenas on the left of a retro fm radio
A new case study by Nielsen Media Impact shows what happened when a major brand that was advertising on TV went all-in on radio instead. According to Cumulus Media Chief Insights Officer Pierre Bouvard, the difference in reach is “stunning.”

In December 2019 the advertiser spent $17.9 million on a TV-only media plan. One year later, the advertiser dropped TV and placed a $4.8 million AM/FM radio buy.  

The December 2019 TV campaign generated a 45% reach, while the December 2020 AM/FM radio campaign achieved an 83% reach. The radio-only campaign reached nearly twice as many consumers, for a quarter of the budget.

The NMI study also found that AM/FM radio delivered consistent reach across every age demo. The AM/FM radio-only campaign generated: 

  • +42% greater reach among persons 45-54, 
  • +82% greater reach among persons 35-44, 
  • and a +163% increase in reach among persons 25-34.


The demo reached by the TV plan was heavily skewed toward older audiences. 59% of TV impressions came from people 55+.

The results of the NMI analysis arrived on the heels of a study by Katz Radio Group and Analytic Owl that demonstrates radio’s impressive impact on web lift

Want to improve your marketing campaign’s reach and web lift? Contact SMI today to get a commercial on satellite, broadcast, or streaming radio.

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