Audacy Study Finds Drivers Take Action After Hearing Ads.

The latest wave of Audacy’s Connected Car study finds that advertisements from radio and podcast ads are catalysts for prompting real, measurable action. According to the research, drivers aren’t passive listeners. Upon hearing an AM/FM radio ad, 56% looked up the advertiser; 53% talked about the product with family or friends, and 41% made a purchase.

Podcast ads also delivered, as 50% searched for more information, 47% discussed the brand, and 49% ended up making a purchase.

“That’s the full funnel — awareness, consideration, and conversion, activated by a single Audio touchpoint,” Audacy says in an Insights piece.

“One of the most important (and often overlooked) factors in Audio’s performance is location,” the post says. “The car isn’t just where people tune in — it’s where they’re minutes from a store, a restaurant, or a purchase decision. When a radio or podcast ad hits during a drive, it reaches consumers at a uniquely powerful moment: hands on the wheel, brand on the mind, and purchase just ahead.”

The study reveals that more than 45% of connected car drivers visited a store after hearing a podcast or radio ad. This group doesn’t spend casually; owners of connected cars are high-value consumers who spend more than $1,000 per year across categories like home improvement, financial services, education, and retail, according to the research. “That means these audiences have both the intent and the income to act on the messages they hear,” Audacy says.

“Audio delivers influence in real time,” Audacy’s Reggie Shah, Senior Director, Research & Insights, says in a news release. “Whether it’s a trusted radio host or a podcast they’re connecting with on the road, it’s shaping decisions and conversations when it matters most. And with the continued evolution of in-car tech, listening is becoming more seamless than ever.”