AM/FM Radio’s Daily Listenership and Market Presence

Despite increased competition from digital platforms, AM/FM radio remains the most consumed ad-supported audio format in the U.S. According to Nielsen’s Q4 2024 data:

• AM/FM radio accounts for 67% of daily ad-supported audio time among P18+ listeners, making it the dominant platform for reaching consumers in an ad-supported environment (Nielsen, 2025).
• Americans continue to dedicate a significant portion of their day to audio, with an average of nearly four hours of daily listening, of which AM/FM radio remains dominant (Nielsen, 2025).
• AM/FM radio remains the top in-car audio source, reinforcing its ability to reach consumers during daily commutes.

While streaming services, podcasts, and satellite radio have fragmented the industry, AM/FM radio still captures the largest share of listening time in an ad-supported environment.

The Shift Away from Local Talent

One of radio’s biggest strengths has always been its connection to local communities, but industry consolidation is weakening that advantage.

Many stations, particularly in mid-sized and larger markets, have replaced local hosts with syndicated or multi-market talent, often positioning them as if they are local. This shift has led to:

• Fewer market-specific discussions, community events, and listener call-ins.
• Less real-time engagement with local businesses, weather, and news.
• A shift toward generic content that lacks the nuance of truly in-market programming.

 

For example, The Bobby Bones Show has replaced longtime local morning shows in many country radio markets. While syndicated programming provides consistency, it reduces the personal connection that local hosts build with their audience—a key driver for both listener loyalty and advertiser success.

Despite these changes, AM/FM radio remains an essential tool for local marketing—especially when integrated strategically with TV and digital.

How to Use AM/FM Radio Effectively in a Local Media Mix

To maximize the impact of AM/FM radio, advertisers should combine it with other media platforms for a well-rounded strategy.

1. Pair AM/FM Radio with TV for Brand Awareness

TV provides a strong visual presence, while radio reinforces the message throughout the day—keeping brands top of mind. Hearing a brand name multiple times across TV and radio strengthens recall and improves ad effectiveness.

2. Use Local Endorsements—Where Possible

For stations that still have local, live talent, endorsements remain one of the strongest tools in radio advertising. A familiar, trusted voice recommending a business adds credibility and influence, making radio ads feel more personal and relevant.

3. Choose Stations Strategically to Target Demographics

Different AM/FM formats attract distinct audiences:

• Country and classic rock stations connect with suburban and rural homeowners.
• News talk and sports stations attract higher-income, highly engaged listeners.
• AC and pop stations reach younger, female-skewed demographics.

Selecting the right format ensures that radio campaigns reach the intended audience with maximum impact.

4. Take Advantage of Radio’s Mobility

Unlike TV or digital ads that require active engagement, AM/FM radio reaches people throughout their daily routines—in the car, at work, and on smart speakers at home.

For businesses that depend on immediate action (restaurants, events, retail promotions), radio provides quick turnaround opportunities with call-to-action messaging that reaches listeners in the moment.

 

The Future of AM/FM Radio in Local Advertising

Even with increased competition from streaming, satellite, and podcasts, AM/FM radio continues to be the dominant ad-supported audio format:

• It still delivers mass audience engagement, even as listening habits evolve.
• It provides a local connection when stations prioritize in-market talent and community engagement.
• It works best when combined with TV, digital, and social media advertising to create a multi-channel strategy that reinforces brand messaging.

The challenge for advertisers isn’t whether to use AM/FM radio—it’s how to use it effectively. As the industry consolidates, businesses that take a strategic approach will see the best results.

Whether on the air, online, or on-demand, AM/FM radio remains a powerful tool—it just requires a smarter, more intentional strategy.