As automakers and lawmakers in Washington await updates on the inclusion of AM radio in vehicles, Nielsen has released a list of 141 markets where at least 20% of the radio audience listens to AM radio monthly.
It’s important to clarify that the list reflects the percentage of radio listeners tuning into AM radio within a month, rather than the overall percentage of radio listening dedicated to AM. Leading the list is Buffalo-Niagara Falls, where 56% of the radio audience in the Nielsen Audio metro area tunes into AM radio monthly.
This market is home to two prominent AM stations, Audacy’s WBEN (930) and sports station WGR (550), both of which consistently rank among the top 10 most listened to outlets in the area. Neither station has an FM simulcast, according to Inside Radio.
Chicago secured the second spot on the list, with 48% of radio listeners in the Windy City tuning into AM radio. The market boasts three successful AM-only stations: Nexstar’s WGN (720), Audacy’s “670 The Score” WSCR, and Cumulus’ WLS-AM (890). A similar trend can be observed in Milwaukee, where iHeartMedia’s WISN (1130) took the top spot in Nielsen’s April PPM survey for all listeners aged 6 and above.
The top three AM radio markets are all located in cities bordering the Great Lakes. Westwood One’s analysis of the data indicates that the markets with the highest proportion of AM listeners tend to be in the upper Midwest. Regions with hilly terrain, such as San Jose, San Francisco, and Sacramento, have traditionally been significant AM markets due to the challenges their topography presents for FM signals.
It’s worth noting that the 141 markets with at least 20% of radio listeners tuning into AM radio monthly exhibit a wide range of market sizes and geographical diversity. The percentages vary from 42% in Seattle-Tacoma to 33% in Shreveport, LA, and from 32% in Philadelphia to 36% in Tucson. Importantly, the list encompasses markets of all sizes, including the top ten markets, as well as smaller Nielsen-rated markets such as Brunswick, GA (No. 249), Jackson, TN (No. 252), and Sioux City, IA (No. 244).
Nielsen’s recent study follows research from their Fall 2022 survey, which revealed that AM radio reaches 82.3 million Americans monthly, representing one-third of all U.S. AM/FM radio listeners.
Westwood One’s analysis indicates that over half of this audience (57% or 46.9 million) tunes into news/talk-formatted stations. These stations play a crucial role as trusted sources of information during times of crisis and breaking local news, as emphasized by Pierre Bouvard, Chief Insights Officer of Cumulus Media/Westwood One’s Audio Active Group.
The full list of list of the 141 local markets where AM radio is listened to by at least 20% of the radio audience can be found on the Westwood One blog.