Despite increasing competition from streaming and on-demand platforms, AM/FM radio continues to dominate the connected car when it comes to ad-supported audio influence. New research from Audacy’s Connected Car study shows that radio’s reach isn’t just about audience size—it’s about meaningful consumer action.
Surveying 966 connected car drivers, the study found that 56% looked up more information after hearing a radio ad, and 53% discussed the product with friends or family. Radio’s ability to drive immediate results is also clear: 48% said they walked into a store after hearing an ad while driving, and 41% made a purchase directly tied to the on-air message. These numbers reveal radio’s power to move audiences from listening to action in real time.
Radio’s influence also extends into civic behavior. Forty-eight percent of respondents said they participated in community activism after hearing a relevant audio message, and 40% reported being motivated to vote. These figures suggest that broadcast audio can still drive social and political engagement alongside commercial outcomes.
Cross-platform effects were also evident. After hearing radio ads, 44% of listeners subscribed to a streaming video service and 42% watched a show or movie promoted on air. These findings highlight audio’s power to influence digital behavior even when the ad itself originates outside of the digital ecosystem.
Podcasting also showed strong results, closely matching radio’s performance. Half of podcast listeners searched for more information, 47% discussed the brand, and 49% made a purchase. Remarkably, over 45% said they visited a store after hearing a podcast or radio ad during a drive—evidence of audio’s unique power to guide high-intent consumers while they’re already en route.
The connected car audience is particularly valuable. According to the study, these drivers spend over $1,000 annually across sectors like retail, education, home improvement, and financial services, making them a highly actionable demographic for advertisers.
Edison Research reports that AM/FM radio and podcasts now account for 93% of all ad-supported in-car audio listening. For advertisers, this makes audio one of the most efficient and scalable tools to reach mobile, purchase-ready consumers.
Audacy’s Reggie Shah said, “Audio delivers influence in real time.” Analyst Emily Hurwitz added, “It reaches people at a uniquely powerful moment—hands on the wheel, brand on the mind, and purchase just ahead.”