Audacy: AM/FM Rules in Connected Car
Audacy says that the latest edition of its Connected Car study reveals that “AM/FM radio stands out for its trusted voices and reliable local coverage of news, traffic, weather, and sports.” Among the findings of this latest edition of the study is when it comes to breaking local news, weather news or
traffic news, drivers turn to local radio over social media or phone apps. The study asked drivers about their use of their infotainment system use and 69% said they use it for first for controlling audio content; 68% said navigation was their primary use, and 66% said they use it first for making phone calls. Audacy adds, “Today’s drivers – especially the tech-savvy ones – expect their Audio to follow them everywhere. Whether they’re finishing a podcast from the office to the car or switching from music on the road to the gym, they want their content to move with them. Nearly all AI intenders (93%) say seamless podcast listening is a must, and 73% say the same about radio.” See more about the study here.
audio experienced a 17% decline. The study identified radio app and voice users as super users who shared common traits and expectations. Audacy notes, “These highly engaged individuals demand seamless transitions for Audio across their home, phone, and car systems… Moreover, they exhibit readiness to spend, particularly in high-budget categories like home improvement and financial services, responding actively to targeted radio ads. For advertisers, crafting personalized ads targeted at these audiences presents an exceptional opportunity to guide listeners through all stages of the purchase funnel.” Other key findings of the study include: 1) Nearly half of radio app users sought information about advertised products online after hearing an ad in the car, compared to 22% of all listeners; 2) 31% of radio app users and 27% of voice users visited the store they heard about, doubling the rate of all listeners; and 3) 27% of radio app users purchased advertised products, more than doubling the rate of all listeners.