The Major Blind Spot In Media Buying

A new analysis from Katz Radio Group, based on Nielsen Scarborough data, highlights a major blind spot in media buying strategies: consumers who are under-engaged with both television and the internet — but still highly reachable through AM/FM radio.

According to the study, 40% of U.S. adults 18 and older are considered “light users” of both TV and internet, making them unlikely to see or hear ads placed solely on those platforms. However, radio reaches 9 out of 10 of these overlooked consumers, offering advertisers a valuable path to fill critical gaps in campaign exposure.

“This is a missed opportunity that brands don’t need to accept,” Katz said in the report. “Radio remains a powerful, underutilized tool to reach Americans who are otherwise invisible to digital and TV advertising.”

The analysis breaks down the reach advantages of radio across key demographics:

• Adults 18-34: 6 in 10 are light TV users — yet radio reaches 80% of them.
• Adults 35-49: Nearly half are light TV users — radio delivers 90%.
• Black Adults 18+: 51% are light internet users — radio reaches 92%.
• Hispanic Adults 18+: Roughly half are light users of both TV and internet — radio bridges the gap.
• Adults 50+: Almost half are light internet users — radio connects with the majority.

Katz emphasized that radio’s ubiquity — across car rides, workplaces, and daily routines — provides advertisers access to consumers when and where other media cannot. In these environments, digital and TV platforms struggle to gain traction, while AM/FM radio continues to offer consistent exposure and engagement.

The findings reinforce the value of integrated campaigns that use radio alongside traditional and digital channels to close exposure gaps and boost incremental reach.

“Smart advertisers know that adding radio isn’t just additive — it’s essential,” the report concludes. “It delivers access to audiences no one else can.”