Radio: Resurgence in the Office

A recent article in Inside Radio referenced an analysis conducted by Ray Borelli, SVP, Research & Insights, for Audacy.  The analysis looked at data from Edison Research’s "Share of Ear."  It found that radio listening has come back in the office and remains dominant in cars.  The analysis concluded:

“The resurgence of AM/FM listening at work (63% among ad-supported sources, up from 53% in 1Q 2024) combined with AM/FM’s dominance in the car (a whopping 84% of ad-supported listening) reinforces radio’s unique ability to reach consumers when they are closest to the point of purchase. 

Radio provides a valuable opportunity for marketers to engage with office workers throughout their day, from the morning drive, at the office, to the evening commute. Think about the listener who hears an ad for an appliance store sale or the latest deal at their favorite quick-serve restaurant while at work. They are going to be more likely to search online or stop by on their way home.”

Of course, radio remains the dominant ad-supported choice in automobiles. 

“AM/FM radio remains the dominant ad-supported listening choice across all locations, not just at the office and in the car. According to Edison, 66% of U.S. adults listen to broadcast or streaming AM/FM radio daily. AM/FM is #1 across all key demographic groups, including Gen Z and Millennials, demonstrating radio’s resiliency in an ever-changing media landscape.” 

Bottom line, radio is clearly benefiting from more and more workers returning to the office.  

You can see the analysis from Audacy’s Ray Borelli here.

You can see the article from Inside Radio here.