As advertisers funnel the bulk of their budgets into TV and digital platforms, new research reveals that millions of Americans remain lightly engaged with both. For brands trying to reach these elusive consumers, AM/FM radio may be the answer. A fresh analysis of Nielsen Scarborough data, published by Katz Radio Group, identifies radio as the top medium for connecting with media-light audiences.
According to the study, 40% of U.S. adults 18 and older are light users of both television and the internet. These consumers fall into what Katz describes as the “engagement gap,” largely missing from the reach of traditional ad campaigns. Despite this disengagement, AM/FM radio manages to break through, reaching 87% of light TV viewers and 90% of light internet users.
Radio’s reach strengthens further among key demographics. Among adults aged 35 to 49 — a core consumer group for many advertisers — 46% are light TV users, and 35% are light internet users. Radio still reaches 90% and 92% of them, respectively, providing dependable access to a demographic that balances busy lifestyles and scattered media habits.
Older Americans show similar behavior. Among adults 50 and older, just 24% are light TV users, but 46% fall into the light internet user category. Radio’s reach to both stands at a robust 92%, reaffirming its ability to maintain steady engagement where screens may falter.
Radio’s performance across multicultural audiences is especially notable. Among Black adults 18 and up, 38% are light TV viewers and 51% are light internet users, but radio reaches 89% and 92% of those groups. For Hispanic adults, nearly half are light users of both TV and internet — and yet AM/FM still delivers a 89% reach to light TV users and 91% to light internet users.
Further insights from Cumulus Media/Westwood One’s Audio Active Group confirm AM/FM’s reach efficiency. At a 100 GRP level, radio reaches 60% of adults 18+, far outperforming TV, which remains below 40%. Even at higher GRP levels, where TV plateaus, radio continues building reach, hitting 80% at 300 GRPs. For advertisers seeking cost-effective, incremental exposure, radio continues to deliver.