Nielsen Ratings Coming Up This Week and Monday.

Wednesday Charleston, SC.
Thursday, Columbia, SC, Little Rock, Toledo.
Friday, Mobile, Wichita
Monday (12th): Chattanooga, Huntsville and Jackson MS.

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The Radio Advertising Bureau (RAB) is challenging long-held misconceptions about AM/FM radio’s relevance and effectiveness in modern media strategies. In a new article for the Association of National Advertisers (ANA), RAB Senior Vice President of Business Development Tammy Greenberg lays out a data-driven case for why radio deserves a bigger role in brand marketing plans.

“Radio’s truths are revealed proving, without a shadow of a doubt, the value the audio leader brings to a brand’s marketing mix,” Greenberg wrote.

Despite audio accounting for nearly a quarter (24.5%) of ad-supported media consumption, it garners only 8.4% of ad spending, according to WARC. Broadcast radio, which makes up 68% of audio listening, receives just 4.6% of that spend.

Greenberg says this disparity is fueled by misperceptions-particularly the notion that “no one listens to radio anymore.” In a 2024 survey by Advertiser Perceptions, marketers estimated AM/FM radio’s weekly reach at 46%, when Nielsen data shows it actually reaches 80% of Americans.

“Radio is America’s No. 1-reaching medium,” Greenberg emphasized, citing findings from RAB’s Audio Pulse Poll that show 99% of ANA members rate reach as “important” or “very important” to their media strategy-yet only 31% realize radio can deliver on that.

Radio also stands out for attention metrics. In Dentsu’s 2023 “Attention Economy Study,” audio outperformed television by 128%, and AM/FM radio was found to be 8 times more cost-effective than TV.

Greenberg also highlighted recent improvements in radio measurement. Nielsen’s January 2025 adjustment-from a five-minute to a three-minute listening qualifier-could increase reported listening and impressions by 24%, enhancing attribution and media mix modeling.

Beyond measurement, radio has proven to deliver results. “Radio is a full-funnel solution,” Greenberg wrote, noting attribution partnerships with companies like Claritas, Veritone, and ArtsAI that help connect audio ads to online and in-store conversions.

Visual enhancements are also expanding radio’s capabilities. Technologies from Quu and GeoBroadcast Solutions allow advertisers to display visuals in vehicle dashboards, targeted by geography. Two-thirds of heavy AM/FM listeners say they’re likely to respond to deals shown on their car displays, according to Westwood One.

In closing, Greenberg urged advertisers to move past outdated assumptions: “From broadcast to podcast, audio commands the consumer’s attention… The time is now to question perceptions and explore what audio can do to drive bottom-line results.” The article is part of RAB’s ongoing contributions to the ANA’s Thought Leadership Program.

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In a media landscape where attention is constantly shifting, traditional media—radio, TV, and newspapers—must adapt to stay relevant. Social media isn’t just a promotional tool; it’s a powerful way to better understand, engage, and grow your audience.

1. Real-Time Audience Feedback | Social media acts as a 24/7 focus group. Platforms like X, Instagram, and TikTok show you what people care about right now. Comments, shares, and likes give immediate feedback on content, helping media outlets adjust their approach quickly. Instead of guessing what will resonate, use real-time trends to guide decisions.

2. Data That Drives Smarter Content | raditional media often relies on ratings or outdated demographic data. Social platforms offer deeper insights—what time your audience is active, which formats they prefer, and how they engage. This data can help tailor content for more precise audience segments, making every story or segment more targeted and effective.

3. Building Engagement Through Conversation | raditional media tends to talk at audiences. Social media allows you to talk with them. Whether it’s a local anchor replying to comments or a radio host using Instagram polls, these two-way interactions build trust and loyalty. Audiences are more likely to return when they feel heard.

4. Talent as Influencers | our on-air personalities are more than voices—they’re brands. Social platforms give them a space to extend their reach and deepen their connection with fans. Supporting their social presence helps drive attention back to your core programming.

5. Extend Reach Through Distribution | Social media helps traditional content get discovered beyond its original platform. A short video clip from a morning show, a behind-the-scenes photo, or a quick news recap on TikTok can attract entirely new audiences who might not otherwise tune in.

Social media isn’t the enemy of traditional media—it’s a lifeline. By listening, engaging, and distributing smarter, traditional media can use social to not only survive, but thrive in today’s competitive landscape.

The post How Social Media Can Help Traditional Media appeared first on The Bill Gay Show.

Cox Media Jobs Radio and TV

News Director- WSB TV – Atlanta, GA, US, 30309
Studio Technician (Part-Time) – WSB TV – Atlanta, GA, US, 30309
Broadcast Marketing Producer – WSB TV – Atlanta, GA, US, 30309
Digital Content Producer – WSB TV – Atlanta, GA, US, 30309
Assignment Editor – WSB TV – Atlanta, GA, US, 30309
Client Performance Specialist (Atlanta Radio) – Atlanta, GA, US, 30309
Investigative Producer – WSB TV – Atlanta, GA, US, 30309

Check out more opportunities at careers.cmg.com

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The official 2025 National Association of Gospel Radio (NAGR) Convention Guide is now available!

Please find the full guide attached to this email. It contains everything you need to know about this year’s convention — including event schedules, speaker lineups, workshop details, venue information, and special announcements.

This year’s gathering promises to be a powerful time of inspiration, networking, and celebration as we continue to elevate the voice of gospel radio across the nation. We encourage you to review the guide thoroughly and begin making plans to maximize your convention experience.

If you have any questions or need additional assistance, don’t hesitate to reach out to our team at 318-469-2656. We look forward to seeing you soon and making this year’s convention one to remember! CLICK HERE FOR GUIDE

The post The NAGR Convention Guide Is Here appeared first on The Bill Gay Show.

The new Donnie McClurkin Radio Show live event took place over the weekend at Perfecting Faith Church in Freeport, New York. This live and interactive event brought forth a unique platform whereby listeners got to experience and interact with the radio program in an electrifying live and interactive setting celebrating Donnie’s close to 19 years as a radio program serving 75 markets and close to 5 million people weekly all over the globe.

Partnering with local radio station affiliate WBLS, operations manager Cynthia Smith said after experiencing the live show for herself, “Donnie did Donnie. It was an experience that I didn’t know that I needed and Donnie delivered as he always does. Donnie McClurkin is just a gem and he does what he does so effortlessly. He brought the crowd out and all the WBLS listeners had a transformative experience that they will never forget. Donnie executing the features of the radio show live including ‘Let Donnie Cook’ was both inspiring, entertaining, and educational, not to mention the thoroughly riveting singing performances including the Brown Boys and of course Donnie himself.  As a radio program, he’s our lead into Steve Harvey and it sets the tone for the rest of the day with his great following and #1 ratings.”

The new Donnie McClurkin Radio Show Live event was produced by the Emmy award-winning Audra West with a special DJ performance by radio show producer T Storm. Oceanic Tradewinds president, Gary Bernstein says, “This was a hugely successful test run for what will be an incredible NTR opportunity for Donnie’s radio affiliates across the country.

Donnie McClurkin says, “l’m so proud of my team who put together this highly impactful landmark event which was conceived as a thank you to our listeners.  I especially enjoyed the passionate interaction with our local listeners face-to-face many of whom traveled long distances to attend. We will be taking this live radio show experience all across the country this year and next leading up to our 20th anniversary.” (photo L-R: Cynthia Smith, Gary Bernstein, T Storm, and Donnie McClurkin)

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Connoisseur Media and Alpha Media have announced a definitive agreement under which Alpha Media will be acquired by Connoisseur. The combined entity will retain the Connoisseur name and be led by current Connoisseur CEO Jeff Warshaw. Once the deal is finalized, Connoisseur’s expanded footprint will include 218 radio stations across 47 markets, reaching approximately 20% of the U.S. population.

Major markets in the combined portfolio will include San Antonio, Portland, Salt Lake City, Nassau-Suffolk, Palm Springs, and San Jose. The merger will position Connoisseur among the top ten radio groups in the country by both station count and revenue.

“We are thrilled to welcome Alpha Media into the Connoisseur family,” said Warshaw. “In getting to know the Alpha team, it has become clear that we share many of the same values – a passion for serving our local communities, a deep commitment to our clients, supporting our colleagues and fostering a culture of integrity, creativity and achievement.”

Warshaw emphasized the importance of localism and innovation in broadcasting. “This transaction underscores our commitment to the irreplaceable role local broadcasters play in providing news, information and entertainment that truly resonates. Together, we will build an industry-leading platform of broadcast and digital. I could not be more excited to get started.”

The new Connoisseur will blend Alpha’s “live and local” radio philosophy with Connoisseur’s emphasis on community engagement. The merged company will also expand its digital services by integrating Alpha Digital with Connoisseur’s Ferocious Digital division, aiming to deliver advanced, integrated marketing services to advertisers and audiences.

The transaction is subject to FCC approval and is expected to close in the second half of 2025. In the interim, the two companies have entered into a Local Marketing Agreement (LMA) to begin coordinated operations.

Guggenheim Securities is serving as exclusive financial advisor to Alpha, with legal counsel provided by Wiley Rein. Connoisseur is being advised by McDermott, Will & Emery and Wilkinson Barker Knauer, with transaction financing from Brigade Capital Management.

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Sherrell Duncan will join “The Good Morning Show” on WPGC 95.5 FM in Wahsington, DC beginning Monday, May 5. She’ll appear alongside co-hosts Todd B, D Carter, and Guy Lambert, weekdays from 6-10am ET.

“I’m beyond excited to be a part of a station that shaped so much of my upbringing here in the DMV,” said Duncan. “Having the opportunity to wake up with the community that raised me and share real conversations, laughter and motivation each morning is truly a full-circle moment. Let’s make mornings extremely impactful.”

Duncan brings a diverse and accomplished background to the WPGC airwaves. She is an entrepreneur, storyteller, and fitness advocate. Among her career highlights are founding The Good Thick, a transformative fitness brand, and authoring the book “God Made Me Wait.” She also hosts the podcast “I Don’t Know Who This is For” and co-hosts the relationship-focused show “Friends Who Smash” with her husband. The duo also wrote and performed a two-person stage play titled “Views From Forevers.”

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Jurors who will determine the fate of Sean ‘Diddy‘ Combs in his sex trafficking trial will be selected from this week in New York City. Combs, 55, has pleaded not guilty on all counts, insisting that any sex acts were consensual – but prosecutors say for years he coerced victims into drug-fueled sex parties using threats and violence.

Potential jurors were shown binders with names and places related to the case on Monday; one of them said they recognized actor Michael B Jordan and comedian Mike Myers on the list. The music mogul has been held at Brooklyn’s notorious Metropolitan Detention Center since he was arrested by federal agents in New York in September last year.

Jury selection is expected to wrap up in about a week, with opening statements tentatively scheduled for May 12. The proceedings are estimated to last eight to 10 weeks.

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Bridge Ratings: Dave Van Dyke

In today’s music ecosystem, artists no longer need to rely solely on instinct or label guidance to determine their best-fit genre. Thanks to streaming platforms and digital analytics, they can now access precise data that illuminates where their sound resonates most—and with whom. This data not only helps musicians carve out their niche but also provides invaluable insight for radio programmers seeking to engage targeted audiences.

Drawing from Liz Pelly’s critical work on Spotify culture, we see how data increasingly shapes musical identities. Pelly warns of algorithmic pressure funneling artists into “mood” categories or playlists that may not align with their artistic intent. However, used intentionally, data can empower rather than constrain. Artists can examine listener behavior—geographic trends, skip rates, playlist placements, and demographic feedback—to discover which songs receive the most engagement and where genre categorization feels most organic.

For example, if an artist releases tracks that fall across R&B, pop, and lo-fi, data can reveal that their lo-fi songs see the highest completion rates and playlist saves among 18-24 year olds in college towns. That insight not only tells the artist where their core sound lives—it shows them where their audience lives. This helps them market more effectively, target shows geographically, and even collaborate within the genre that supports their momentum.

The benefits to radio are clear. Stations thrive when they play music that connects with local tastes, and artists with strong data-driven genre alignment are more likely to match those tastes. As streaming metrics highlight emerging subgenres or crossover successes, radio can lean in to support artists with growing fan bases, turning those analytics into curated programming choices. It allows for less guesswork and more relevance.

Moreover, radio still holds cultural power in breaking new acts. When artists bring data-backed identities—knowing who they are and who they serve—stations can amplify them with confidence, offering both discovery and depth for listeners. It’s a win-win: artists grow their audiences, and radio remains vital by staying in tune with listener trends shaped by real behavior, not hype.

In an age where music is everywhere, data becomes the compass. When artists use it to find their true genre home, and radio uses it to align with listener desires, music becomes not just more accessible—but more meaningful.

The post How Music Artists Can Use Data to Find Their Best Genre—and Why It Matters to Radio appeared first on The Bill Gay Show.