More Time In Traffic Fuels A New Ad Sales Opening For Radio.

Seven in ten companies now have formal return-to-office policies requiring some in-office time, with only 7% of companies allowing fully remote roles. The result is traffic congestion continues to get worse in most major U.S. metro areas, as the typical American now spends 49 hours a year in traffic. That is a six hour increase over 2024. All that extra time behind the wheel is offering an opening for advertisers according to Katz Radio Group. The rep firm says brands have an under-leveraged opportunity to connect with highly engaged and captive in-car audiences, and AM/FM radio remains uniquely positioned to deliver those connections.

When the pandemic began nearly six years ago, the impact on radio was sudden since a lot of time spent listen is done in the vehicle. The climb back has been more gradual, with the pace picking up steam as companies have ordered workers back in the office. That has helped solidify the car as the so-called “third space” that is neither home or work. It’s where newly released data from transportation analytics firm INRIX shows drivers are spending nearly two full days each year sitting in traffic alone.

“For marketers, that growing in-car time represents a captive, attentive environment where audio, and especially radio, can deliver consistent reach and real impact,” Katz says in a blog post.

The INRIX data shows 16 cities exceeded the national average of 49 hours lost to traffic, reinforcing the disproportionate impact congestion has on urban commuters. Drivers in markets such as New York, Chicago, and Los Angeles again experience congestion levels well above the national norm, spending more than double the national average time sitting in traffic over the course of the year. For advertisers, Katz says these high-density metros represent sustained, repeat exposure to engaged in-car audiences during extended daily travel windows.

Congestion headaches are welcome news for traffic reporters and their sponsors, but the real upside for radio is the continued dominance of AM/FM in the vehicle. Katz points to Edison Research data which shows nearly nine of 10 minutes spent with ad-supported audio in the car goes to traditional broadcast radio stations. Even with more dashboard’s internet equipped, the Share of Ear data shows listening to podcasts and streaming music remains in the single digits.

“With drivers spending more time behind the wheel, and often at their most attentive, brands have a powerful opportunity to show up where habits are already formed, and attention is already tuned in,” Katz says. In this environment, it tells marketers that AM/FM remains the dominant and most effective way to reach drivers, delivering unmatched reach and impact at the exact moments when consumers are most present. “For marketers looking to break through amid longer drives and heavier traffic, radio isn’t just part of the in-car mix, it’s the engine driving results,” it says.

The INRIX traffic data does show a bit of a silver lining for drivers in long-snarled New York and Los Angeles. Neither market is getting significant worse, and there is even some evidence that congestion pricing in New York has helped to make things better for some. In 2024, five New York roads ranked among the nation’s 25 busiest. But in 2025, only one remains on the list.