As cable TV usage declines, brands should shift ad spending to AM/-FM radio, which outperforms cable TV in audience reach and engagement. Data from the Harris Poll and Nielsen Media Impact shows that despite minimal ad budgets for radio, brands like a meal kit service and a subscription management app saw stronger brand familiarity, product trial, and recommendation rates among radio listeners compared to TV viewers. For example, 39.7% of heavy radio listeners were interested in trying the meal kit, versus 27.4% of TV viewers. Shifting 20% of TV ad budgets to radio could significantly boost brand reach.