While radio may not have the captive audience in the car it once did, it still beats out all other audio competitors when it comes to in-car reach, and more importantly, impact. Even with the rise of streaming and on-demand content, AM/FM remains the dominant ad-supported audio source behind the wheel. And new data from Audacy's Connected Car study reveals that its influence doesn't stop at awareness.
The data underscores a clear trend: radio listeners aren't just hearing ads - they're acting on them.
Based on a survey of 966 connected car drivers, the findings show that 56% of respondents looked up more information about an advertiser after hearing a radio ad while driving, and 53% discussed the product with friends or family.
Nearly half of respondents reported walking into a store they had heard about while driving, highlighting radio's ability to prompt immediate foot traffic from high-intent audiences. Another 41% said they made a purchase, providing a direct link between on-air exposure and sales activity.
Audio's influence extended beyond commerce. A surprising 48% of listeners said they engaged in community activism after hearing a relevant message, and 40% said they were motivated to vote. These responses suggest that radio continues to play a powerful role in civic engagement and public discourse.
The study also found evidence of cross-platform behavior: 44% of listeners subscribed to a streaming video service after hearing a radio ad, while 42% watched a TV show or film that was promoted on-air.
Podcast advertising showed comparable strength, with 50% of listeners searching for more information, 47% discussing the brand, and 49% ultimately making a purchase. One standout finding: over 45% of connected car listeners reported visiting a store after hearing an audio ad during a drive. That performance is amplified by the connected car demographic, which spends more than $1,000 annually across categories such as retail, home improvement, education, and financial services.
According to Edison Research, AM/FM radio and podcasts account for 93% of all ad-supported in-car audio listening, making audio one of the most efficient and scalable tools for advertisers aiming to reach mobile, purchase-ready consumers.
Audacy Senior Director of Research & Insights Reggie Shah noted, "Audio delivers influence in real time. 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."
Audacy Senior Insights Analyst Emily Hurwitz added that timing plays a pivotal role: "The car isn't just where people tune in -- it's where they're minutes from a store, a restaurant, or a purchase decision," the report states. "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."