Title: The Unseen Power of AM/FM Radio: A Wake-Up Call for Advertisers
Will advertisers ever recognize AM/FM radio as the powerhouse medium it truly is? Recent insights reveal a significant gap between perception and reality, urging industry stakeholders to rethink their strategies.
A recent study from Westwood One, highlighting Advertiser Perceptions’ survey of over 300 media agencies and marketers, shows that agencies may be grossly underestimating AM/FM radio’s importance in the ad-supported audio landscape. While advertisers believe that AM/FM radio commands only a 27% share of audio listening among adults aged 18 and older—just slightly ahead of Spotify at 25%—the reality tells a different story.
According to Edison Research’s Q1 2025 “Share of Ear” report, AM/FM actually holds a dominant 68% share. In contrast, both Spotify and Pandora occupy a mere 5% each of the ad-supported audio market. This discrepancy reveals a startling overestimation of digital platforms by agencies, which could lead to misguided advertising strategies. As Cumulus Media’s Chief Insights Officer, Pierre Bouvard, aptly notes, “AM/FM radio’s actual share is 2.5 times larger than what advertisers perceive.”
The trend is clear. Despite the increasing popularity of streaming and podcasts, AM/FM radio continues to thrive. Its strong presence, especially in vehicles where it commands an 85% share of ad-supported audio, underscores its enduring relevance. Meanwhile, podcasts have seen their share skyrocket from 5% to 26% since 2017, as the appetite for spoken word content has shifted, illustrating a growing appetite for diverse audio forms.
Yet, in a world bustling with choices, this situation invites reflection on how often we misjudge the value of what has been steadfast over time. Echoing the biblical principle of valuing what endures, Proverbs 19:21 states, “Many are the plans in a person’s heart, but it is the Lord’s purpose that prevails.” Just as advertisers might overlook the solid, reliable foundation of AM/FM radio, we too can sometimes overlook enduring truths in our lives.
As we consider the data, let us be encouraged to seek deeper understanding and appreciate what may be overlooked. For AM/FM radio, this recognition could mean revitalized advertising strategies and renewed trust in a proven medium. For us personally, it serves as a call to reflect on our perceptions, challenge our assumptions, and embrace steadfast values that offer real comfort and guidance.
In an era dominated by rapid change and transient trends, let’s remember the power of steady reliability. By shifting our focus and being open to reassessing our views, we can not only better navigate the complexities of media—but also find richer, more meaningful connections in our lives. What enduring truths might you reconsider today?
Explore and dig up answers yourself with our BGodInspired Bible Tools! Be careful – each interaction is like a new treasure hunt… you can get lost for hours 🙂
