Television and AM/FM radio are complementary broadcast media. Both are large advertising platforms with different usage patterns. TV’s “Prime Time” is during evenings while AM/FM radio rules the day. So how can AM/FM radio, America’s #1 mass reach medium, entice viewers to tune in to a television show?

A major national television network recently advertised a two-week run of a historical mini-series on the Westwood One network. In the first-ever study of AM/FM radio’s effect on television tune-in for this network, Westwood One partnered with Nielsen to study how exposure to the AM/FM radio campaign resulted in increased TV tune-in.

Using Nielsen’s 80,000 person Portable People Meter panel, Nielsen was able to examine the tuning behavior of those who were exposed to the AM/FM radio campaign versus those who were unexposed.

The result: Westwood One’s AM/FM radio campaign successfully drove TV viewing to the mini-series and attracted new viewers to the network.

AM/FM radio drove significant tune-in: 44% lift in viewing

Among persons 18+, those who were exposed to the AM/FM radio campaign were 44% more likely to tune in to the program than those who were not exposed. Among persons 25-54, there was a 27% viewing lift among those exposed. AM/FM radio successfully grew interest in the program and directly influenced tuning behavior.

88% of viewers delivered by AM/FM radio were new or light network viewers

AM/FM radio was particularly successful in driving tuning behavior beyond the network’s core viewers. Nearly 9 out of 10 (88%) of the viewers delivered by the AM/FM radio campaign were non-viewers or light viewers of the network within the previous month. AM/FM radio drove viewership from those who had previously spent little time with the network, converting them into fans.

TV tune-in is strong across AM/FM radio campaign frequency levels

Among persons 25-54, TV tune-in to the program was consistent across AM/FM radio campaign frequency levels. Whether the listener heard the AM/FM radio ad once or 4+ times, 9%-10% of the exposed group watched the mini-series.

What is the lesson for media planners? Reach trumps frequency. Erwin Ephron, the father of modern media planning, famously concluded, “Remind the many and don’t lecture the few.” Since there was no difference in tune-in based on how often people heard the radio ad, it is more productive to drive up the reach through more diverse programming content, broader time periods, and longer campaigns.

Need to drive TV tune-in? AM/FM radio delivers TV viewers!

AM/FM radio successfully impacted the viewership of both the television network and the advertised program, directly impacting tuning behavior while bringing new viewers to the network. AM/FM radio should be a key tool in your next TV tune-in campaign.

Key takeaways:

• AM/FM radio drove significant tune-in: 44% lift in viewing
• AM/FM radio converted new and light viewers to the mini-series event
• Successful TV tune-in radio campaigns need the broadest reach possible as TV tune-in is strong across AM/FM radio campaign frequency levels
• Need to drive TV tune-in? AM/FM radio delivers viewers!

Doug Hyde is Senior Director, National & Local Insights at Cumulus | Westwood One.

Contact the Insights team at CorpMarketing@westwoodone.com.