Study: Skipping AM/FM Radio Means Missing ‘Most of America.’

A new analysis argues that marketers who rely solely on streaming audio and podcasts are missing a significant share of U.S. consumers, pointing to AM/FM radio as a critical — and often overlooked — component of modern media plans.

The latest Westwood One blog draws on research from Advertiser Perceptions and Edison Research’s “Share of Ear” study. It concludes that excluding traditional radio from an audio strategy can dramatically limit reach, particularly when trying to connect with consumers in cars.

“Marketers and media agencies increasingly think a reasonable audio buy consists of only streaming music and podcasts,” the report says. However, it adds that “a media plan without AM/FM radio will miss most of America.”

One of the key findings centers on what researchers describe as “massive incremental reach.” AM/FM radio delivers audiences that are not duplicated by digital audio platforms, meaning advertisers who omit it fail to connect with a large segment of listeners unavailable elsewhere.

The report also highlights radio’s dominance in the car – an environment considered especially valuable for advertisers because of high engagement and proximity to purchasing decisions. According to Edison data, AM/FM radio accounts for a substantial majority of ad-supported audio listening in vehicles.

Previous findings from the same research group show that AM/FM radio holds roughly an 83% share of ad-supported audio in cars, earning it the label “queen of the road.”

That in-car dominance is particularly important because Americans continue to spend significant time driving, with listening habits returning to pre-pandemic patterns. As a result, the vehicle remains one of the few environments where traditional radio significantly outperforms streaming services.

The analysis also underscores that in-car listening is not limited to older audiences. Among younger demographics, the car is the primary location for AM/FM radio consumption, with the majority of listening time occurring behind the wheel.

In addition to reach, the report suggests AM/FM radio plays a unique role in the consumer journey. By reaching audiences during daily routines such as commuting, radio advertising can influence decisions closer to the point of purchase.

The study positions radio as complementary rather than competitive with digital audio. While streaming platforms and podcasts offer targeted and on-demand listening, AM/FM radio provides scale and access to audiences that digital channels alone cannot fully replicate.

This combined approach, researchers argue, is essential for advertisers seeking both broad awareness and frequency.

The findings come as media buyers increasingly shift budgets toward digital channels, including streaming audio and social media. Despite that trend, the report contends that removing AM/FM radio from the mix can weaken overall campaign effectiveness by reducing total audience reach.

Ultimately, the analysis frames AM/FM radio not as a legacy medium, but as a necessary component of a balanced audio strategy — particularly for campaigns aiming to reach consumers across multiple environments, including the car.

For a video summary of the findings, click HERE.