WWP & Westwood Findings On AM/FM

November 11, 2025 4

WEP Media has released a major new analysis of the sales effect of AM/FM radio and digital audio. The objectives of the study were to compare the ROI of broadcast radio and digital audio to other media, quantify short-term audio ROI and long-term ROI, and explore how multiplatform audio amplifies overall media campaign ROI. This week’s Cumulus Media | Westwood One Audio Active Group® blog outlines the key findings from the study.

Across a two-year period, digital audio ROI is +27% greater than the all-media average and broadcast radio ROI outperforms the average by +22%; Of eleven media, digital audio is number three in ROI and broadcast radio is number four
Across thirteen weeks, digital audio’s short-term ROI is tied for first, outperforming the all-media average by 44%; Broadcast radio is second in short-term ROI, surpassing the all-media average ROI by +23%
Reallocating 15% of a cross-platform buy to include 10% broadcast radio and 5% digital audio lifts the one-to-thirteen-week ROI by 5%
Allocating 24% of a media plan to audio lifts the one-to-thirteen-week total campaign by 8.2%
The paradox of ROI: As profits increase, ROI drops; The smart strategy is go for big sales and profit growth with lower ROI

To read the full blog post by Pierre Bouvard, Chief Insights Officer, Cumulus Media | Westwood One Audio Active Group®, visit: https://www.westwoodone.com/blog/2025/11/10/wpp-media-major-new-sales-effect-study-reveals-digital-audio-and-am-fm-radio-excel-in-return-on-advertising-spend/.

To view a 13-minute video of the key findings, visit: https://www.youtube.com/watch?v=e-8tWB51s-A

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