Media Monitors’ Massive Market Expansion Of AM/FM Radio

Media Monitors, the leading commercial ad occurrence measurement firm, made two historic announcements that will dramatically improve the quality of AM/FM radio ad deliveries needed for Media Mix Modeling and attribution measurement. This week’s Cumulus Media | Westwood One Audio Active Group® blog features a piece from John Fix, formerly of P&G. It examines why this expansion is a breakthrough for AM/FM radio’s performance in Media Mix Modeling.

• Media Monitor’s radio ad monitoring market coverage increases from 106 to 250. This will significantly improve the national representation of as-run radio advertising occurrences.
• The second major enhancement to the Media Monitors data is they are now keeping radio advertising audio files “forever.” By having the old audio files available, ads can receive proper creative descriptions. The specific brand or sub-brand being advertised can be verified.
• The solution to the data problem: Use as-run deliveries, not planned weight.ACT1 has modified its software to improve the process of producing AM/FM radio data inputs for Media Mix Modelers.
• Perception vs. Reality: Nielsen reports a massive marketer disconnect between the perceptions of AM/FM radio’s ROI and the reality from their Media Mix Modeling studies.Nielsen’s global media mix modeling ROI benchmarks place AM/FM radio as number two.

To read the full blog post by John Fix, visit: https://www.westwoodone.com/blog/2025/08/18/why-media-monitors-massive-market-expansion-of-am-fm-radio-ad-occurrence-measurement-is-a-breakthrough-for-am-fm-radio-performance-in-media-mix-modeling/.