Radio Delivers Highest Reach and Engagement In the Car
The automobile is prime real estate for marketers looking to reach consumers on-the-go, close to the point of purchase - when messaging can be most effective. To make the most of these marketing moments, brands need an ad-supported media that maximizes both in-car reach and engagement. No small feat, but one radio continues to master even in the evolving media landscape.
THE INFINITE DIAL AFFIRMS RADIO'S IN-CAR REACH
The latest Infinite Dial provides a wealth of information about the audio landscape and insight into the plethora of entertainment options readily available to consumers in, and around, their cars: 9 in 10 people have a smartphone, placing endless entertainment options truly at their fingertips; nearly three-quarters listen to online audio each week, and nearly one-third listen to podcasts. Yet, even with these growing digital entertainment options, the Infinite Dial once again affirms radio's dominant reach in the in-car media environment.
Click gray circle to enlarge.
3 out of every 4 car users listen to AM/FM radio in the car, making it the top audio choice on the road. Radio's in-car audience is +35% higher than its nearest competitor, online audio - which includes AM/FM content under its umbrella, alongside pureplays and other audio services. Radio's reach in the car is also more than twice the size of podcasts' and 3x larger than SiriusXM's.
RADIO DOMINATES IN-CAR MESSAGING OPPORTUNITIES
Another source of invaluable in-car audio data, outside of the Infinite Dial, is Edison Research’s Share of Ear. According to a recent Cumulus Media | Westwood One analysis, 9 out of every 10 minutes of ad supported listening time is spent with AM/FM radio. Radio captures 12x more listening time than its nearest competitor, podcasts, and upwards of 21x more than ad-supported streaming audio.
Click gray circle to enlarge.
Radio is essential for marketers looking to reach consumers where and when other media cannot - in the car. Radio provides opportunities to connect brands with attentive and captive audiences by effectively owning the in-car audio space. By choosing to advertise on AM/FM Radio, both OTA or streaming, brands are maximizing their in-car messaging opportunities and engaging on-the-go target consumers.
