Yes, since AM broadcast is generally vertically polarized.
But the "good ground" can't be overemphasized. If you have metal water pipes, then wherever the city water comes into the house, clamp to the pipe. That's an amazing ground plane - all that metal pipe all over town! ;-)
Theoretically, you could use the green wire at the outlet box for ground, but depending on how much wire you've got between the box and "real" ground, the conduit could be serving as an antenna.
And for extra credit, you could make an "antenna tuner" - another tuned circuit between the antenna and the set, to match the impedance - that should improve the signal too.
Have Fun! Rich