The State of American Commuters and AM/FM Radio
This week’s blog post from Cumulus Media | Westwood One’s Audio Active Group looks at the average American commute as well at the commutes of marketers and media agency pros. Two separate studies were commissioned to look into commuting habits and some of the takeaways from those studies include: 1) 64% of marketers and media agencies say they commute most or all days, an all-time 
high since 2022 and 28% indicate they commute some days; 2) 85% of average Americans are commuting to work, slightly less than marketers and media agencies (92%); 3) Since AM/FM radio is the “soundtrack of the American worker,” it is the ideal media platform for advertisers; 4) AM/FM radio’s share of ad-supported audio in the car has been consistently dominant at an 83% share, according to Edison Research’s Q1 2026 “Share of Ear” report; 5) Average Americans are clocking slightly more days at work (4.7) compared to the advertising industry (4.4); and 5) Marketers/agencies and average Americans are most likely to work in the office Monday through Thursday with Friday seeing the lowest % of in-office work for both groups. See the full blog post here.
to coast. New station partnerships include WCCO-AM, Minneapolis; KTRS-AM, St. Louis; WPRO-AM, Providence; and KCMO-AM, Kansas City. The show airs live weeknights from 9:00 pm to 12:00 midnight ET. Westwood One says, “McGraw Milhaven delivers appointment listening for late-night audiences, featuring host McGraw Milhaven’s signature mix of compelling interviews, sharp analysis, and positive energy listener interactions. Milhaven brings both authority and approachability to national late-night talk radio – offering a fresh, contemporary voice grounded in experience.”
advertisers are currently buying audio programmatically, up two times from 2022 (41%); 2) The most used programmatic audio demand-side platforms are Google Display & Video 360, The Trade Desk, and Amazon DSP; 3) Among publishers, the most utilized supply-side platforms for digital audio ads are Google Ad Manager, distantly followed by Amazon Publisher Services, Open X, and PubMatic; 4) Among those who purchase podcasts, Google DV360, The Trade Desk, and Amazon’s DSP are the most utilized demand-side platforms; and 5) Recent announcements from Amazon Ads indicate a major expansion of over-the-air AM/FM radio and audio advertising capabilities within the Amazon Demand Side Platform. Regarding that last point, the study notes that those moves “focus on bridging the gap between traditional broadcast AM/FM radio and digital, programmatic buying, allowing advertisers to use Amazon’s first-party signals for targeting and measurement.” 
government studies report most commutes are a solo affair. In the car, Honda drivers cannot be reached by social media, online video, or any digital platform while commuting to work. What are the audio habits of Honda drivers in all locations (home, work, vehicle, and some other place)? Edison examined audience shares among Honda drivers to ad-supported audio platforms at home, in the car, at work, and some other place. In all locations, Honda drivers devote 62% of all their ad-supported audio time spent to AM/FM radio.” 
understate the immense sales effect power of creative. Some 122 marketers placed creative as the third most important contributor toward driving sales behind targeting and brand. But the reality based on analysis of 450 ad campaigns indicates creative is far and away the most important driver of sales. Both marketers and agencies place the greatest importance on targeting. Experts caution that too narrow targeting is ineffective. 
agencies can use AM/FM radio in their upcoming media plans. Some key points include:1) AM/FM radio has a 64% share of ad-supported audio among registered voters; 2) AM/FM radio has substantial shares (62% to 65%) among Independents, Republicans, and Democrats: 3) Marketers and media agencies significantly underestimate AM/FM radio listening shares and dramatically overestimate Spotify and Pandora audiences; and 4) Digital audio only reaches a third of Americans. With AM/FM radio, reach soars to 73%. 
using print and television. The owner was stunned that in a local group of 125 people not one could name his company. Doug Hansen‘s Bug-a-Way Pest Control then embarked on an AM/FM campaign in which a jingle was created for his business and soon his company went from zero unaided awareness to 20%. The campaign helped create future demand for his company as 29% of locals surveyed said they would call his company if they needed pest control. 
audience over indexes for a slew of major purchase categories.” Some of the key findings in the study include: 1) The number of sports-formatted AM/FM radio stations has grown +14% over the last decade, while revenue shares increased +38%; 2) According to Nielsen, the sports format ranks an astonishing number one in streaming shares among 25-54s and 18-34s, while in-car listening is the dominant location of listening among over-the-air sports AM/FM radio listeners; 3) Advertising on sports AM/FM radio is more effective than TV sports because the AM/FM radio audience is far more attentive and sports engaged; and 4) Ranked third in income of twenty-four AM/FM radio formats, the sports format has seen household incomes grow 17% since 2020. 
times per week – Monday through Wednesday – and will be available on both YouTube and Rumble in digital video format with future expansion on other platforms. The company adds, “For the first time, Levin will offer audiences access to original digital video content via an ad-supported model, instead of a subscriber paywall. ‘Liberty’s Voice with Mark Levin’ will present exclusive, in-depth commentary from one of America’s most influential constitutional scholars and political thinkers. Sharing his intellectual rigor, brilliant wit, and signature passion, Levin will draw on history, economics, law, and philosophy as he goes beyond the headlines to examine the ideas and principles that shaped the United States – and the forces challenging them today. Each episode will deliver substantive analysis of current events, grounded in the founding ideals of liberty, limited government, and individual sovereignty, while exposing the dangers of centralized power and historical amnesia.” 
Media Federation and its streaming network Festiva TV syndication partnership. The deal will make Valdés’ late-night show exclusively in Spanish to Roku’s 90 million+ subscribed households. Valdés’ English-language show continues to be available via iHeartRadio, and Valdés says he is “completely open to English syndication opportunities across terrestrial radio, cable television, and streaming platforms like Rumble—building on my ongoing work in those spaces.”
Media | Westwood One says, “The relaunch marks Bongino’s most extensive digital commitment to date, designed to meet increasing audience demand for long-form and in-depth content. The two-hour format strengthens the show’s position as a major voice in independent media, offering a highly engaging, daily destination for listeners seeking headline analysis, guest interviews, cultural commentary, and special ‘Bongino Army’ segments.” Bongino comments, “I’m excited to get back behind the mic and reconnect directly with the audience. This show has always been about cutting through the noise and talking honestly about what matters. We’re coming back bigger, bolder, and always unfiltered — exactly how people want it.” Westwood One and Cumulus Podcast Network president Collin Jones adds, “Dan Bongino is back! Few voices in talk media command the loyalty and firepower that Dan brings. His audience? Formidable. His influence? Undeniable. This promises to be an incredible journey as Dan drives the national conversation daily on the most important issues at hand, with authority that has been hard-fought and well-earned. Westwood One is beyond proud to help power the next chapter of ‘The Dan Bongino Show.’”
2) Marketers and media agencies significantly overestimate audience shares to Pandora/Spotify and massively underestimate AM/FM radio audiences; and 3) Interestingly, as older demographics flock to podcasts, the median age of the podcast audience ages sharply from 29 in 2017 to 39. The study notes that “in 2017, podcasts’ daily reach was greatest among 18-24s. Eight years later, podcasts’ daily reach has surged, especially in older demographics. The older the age group, the greater the growth in the podcast daily audience. Today, podcasts’ greatest reach centers on 25-44s, with significant growth among 45-64s.” 
standard in audio, and it’s an honor to join a brand creatively steeped in sports storytelling. Not unlike the Savannah Bananas, I’m prepared to push the limits of sports talk. I’ll deliver for Jimmy in Tucson, Arizona just as much as Joe in Marshall, Texas. And for every groundbreaking Los Angeles Lakers trade, there’s a Boston College linebacker who survived cancer. You’ll hear the same fire and heart for each. We’re going to create something special; I promise you that.” Cumulus SVP sports/content & audience Bruce Gilbert comments, “Drake represents exactly what we’re building – a modern, interactive sports experience that is driven by personalities and fueled by fans – programming that breaks away from the predictable and formulaic. Drake’s ability to entertain, connect, and innovate makes him the ideal voice for mornings on Westwood One.”
Broadcasting/Westwood One late-night airwaves, succeeding titans like Larry King and Jimbo [Jim Bohannon], and engaging with the listeners – my “amigos,” my amazing radio “familia.” I thank God for all of it! The team at Westwood One is top-notch, and I congratulate my successor on his new role. We’re passing him a solid show, and I’m confident he’ll do well. I am proud to exit the show having expanded live endorsements each year, and the reach of the program by dozens of affiliates in 2023, 2024, and 25 more in 2025. Now, it’s time for me to expand my own reach and opportunities in streaming video. I’m leaving WWO, but not leaving my microphone. I will continue to host “This Is America with Rich Valdés,” and my contributions on cable television and terrestrial radio will continue as well. In true radio fashion, I’ll leave you with a tease – stay tuned, America, because there’s more to come straight ahead in 2026! Godspeed.”
Westwood One’s long running, late night program “America at Night,” as of last night’s program (11/13). His replacement will be KTRS, St. Louis morning host McGraw Milhaven, slated to begin on December 1. Valdes took over the reins of the program in upon the passing of its longtime host Jim Bohannon in October of 2022. Stay tuned for updates and developments as they are available. Milhaven states, “I’m deeply grateful to Westwood One for entrusting me with “America at Night” — a show that builds on a proud tradition of engaging listeners during one of radio’s most meaningful times. It’s both an incredible honor and a profound responsibility. From listening to Larry King and Jim Bohannon in high school — too intimidated to call in — to now being named host of this show, this journey has exceeded anything I could have imagined. My nightly mission is simple: to seek out great stories from great storytellers — and to share a few of my own along the way.” 
says he’ll “oversee all aspects of sports talk content across the network, including daily technical operations, social media strategy, and brand management. He will build a talented team of hosts and producers responsible for compelling on-air programming – featuring original content, interviews, benchmarks, and fan interaction.” Williams says, “There’s never been a more exciting time to be in audio – the industry is thriving, innovative, and constantly evolving. This is a unique opportunity to build on the incredible foundation created by our partners at Audacy and BetMGM and combine it with the reach, heritage, and credibility of Westwood One Sports. I’m honored to help shape the next chapter, delivering smart, entertaining, and authentic sports content for listeners everywhere.”
Sports’ 24/7 network will continue to deliver unmatched live coverage, expert commentary, and real-time sports programming to millions of listeners nationwide. This extends a partnership between Westwood One and Audacy that first began with the launch of CBS Sports Radio in 2012.” Westwood One will assume programming 
and distribution for the majority of the lineup of syndicated sports programming, including “The Jim Rome Show,” anchoring the 3:00 pm to 6:00 pm ET daypart. Audacy will continue to produce BetMGM Network programs and additional weekend programming as part of the Westwood One Sports roster. The full programming lineup will be announced in the coming weeks. Audacy chief business officer Chris Oliviero comments, “Audacy and Westwood One have a long, storied history of collaboration,
and today’s evolution of our national sports partnership is that next chapter in our commitment to our hundreds of affiliates, their listeners, and our client partners. Be it local or national, broadcast or digital, opinion content or play by play, we continue to smartly look at ways to enhance our leadership position in sports content.” Westwood One & EVP corporate strategy & development, Cumulus Media Collin Jones adds, “Westwood One Sports has always been synonymous with the biggest moments in sports audio. Launching Westwood One Sports 24/7 programming strengthens that legacy and positions us to deliver unmatched coverage and commentary to fans coast-to-coast. We’re excited to work with Audacy to make this transition seamless and impactful.”
sales effect within six months. Podcasts and AM/FM radio also performed strongly in long-term brand building with impressive brand effects beyond six months. The story notes that the Effie Awards are based on growth factors such as incremental revenue, profit, market share, new customers, loyalty, and price sensitivity. Brands that win Effie Awards drive impressive revenue, profit, and brand effects. The stronger the Effie performance, the greater the ROI and business results. The key takeaway is that “some media do well with short-term impact but have a harder time creating future demand (contesting, promotions, search, digital display). Other media are adept at brand building and creating future demand but have difficulty with short-term sales effect (creators/influencers, TV, PR, online video/CTV, and print). AM/FM radio and podcasts are unique in their ability to drive both short-term sales as well as long-term brand effects.” 
unapologetically conservative, culturally aware, and authentically Black voices to the forefront – voices that have been ignored for far too long. This show is about faith, family, freedom, and fearless truth-telling. I’m proud to be part of a network that values bold ideas and real conversations, and I can’t wait to shake things up.” Separately, Cumulus announces that “The Next Role with Vernon Davis” also joins the Cumulus Podcast Network. Former NFL star and Super Bowl champion turned actor and producer Vernon Davis’ podcast focuses on career transition and reinvention. Davis says, “The Next Role is more than a podcast – it’s a movement. I created this show to highlight the courage it takes to reinvent yourself, especially after a career in the spotlight. Partnering with the Cumulus Podcast Network gives me the platform to amplify these powerful stories and connect with listeners who are navigating their own transitions. I’m excited to bring these conversations to life and inspire others to embrace their next chapter.” 
market manager Steve Sinicropi says, “We are proud to launch UPSTATE RED and bring a new conservative voice to the Upstate region. ‘UPSTATE RED’ will be a premier destination for principled conversation, insightful news, and engaging talk with some of the biggest names in national talk radio, providing the most important news and information to the Upstate.” The programming lineup includes Premiere Networks’ Glenn Beck, Clay Travis & Buck Sexton, Sean Hannity, and Jesse Kelly, as well as Michael DelGiorno in mornings, Westwood One’s Rich Valdes in late nights and FOX News Radio’s Will Cain.
number of issues based on data from Edison Research’s ongoing Share of Ear study. One aspect of AM/FM radio’s strength is its ability to reach the country’s political segments. The post notes, “Among registered voters, AM/FM radio has a 67% share of ad-supported audio, followed by podcasts (20%). Whether the target is Independents, Republicans, or Democrats, AM/FM radio shares are in the mid-60s to low 70s.” 
that listening has grown across all demographics and time periods versus the Fall 2024 Nationwide report. Some key takeaways are: 1) Among persons 25-54, total U.S. AM/FM radio AQH has grown +6%, powered by a +19% increase in the Portable People Meter markets; 2) Weekends and nights have the greatest growth compared to Fall 2024; 3) Versus Fall 2024, Spring 2025 total U.S. audience growth is greater among men versus women and has increased in older demographics; and 4) Total U.S. Spring 2025 audience growth is up significantly among college graduates and upscale $75K+ income Americans. The blog post notes that the PPM audience growth is due to Nielsen’s three-minute qualifier modernization, which provides a significantly more comprehensive and realistic definition of AM/FM radio’s audience and their listening behavior. Nielsen found 23% of PPM listening occasions were three or four minutes. Under the old five-minute listening qualifier rule, none of this tuning would have received listening credit. Effective with the January 2025 PPM survey, Nielsen began crediting tuning occasions that are three minutes or greater. 
The Cumulus Media | Westwood One Audio Active Group unveils an audio planning guide based on data from Edison Research and Nielsen data. Saying that there are incorrect assumptions among strategists and media planners about which audio media have the most listeners, chief insights officer Pierre Bouvard underscores that AM/FM radio is still the dominant ad-supported audio platform with a 66% share. Podcasting is second with a 20% share and this is true across all demographics. For those who are all-in on digital audio only, Bouvard says they are missing 70% of the potential audience as ad-supported Spotify, Pandora and podcasts reach only 30% of the U.S. in a typical day. Further, Bouvard says the data suggests an optimal allocation of audio ad spend: “The ideal allocation for a 25-54 audio plan is 62% AM/FM radio, 24% podcasts, 12% music streaming (Pandora, Spotify, Amazon Music, and YouTube Music), and 2% SiriusXM satellite radio.” 
“justice for the injured… Bradshaw & Bryant.” Key takeaways from the blog include: 1) Through its longterm use of AM/FM radio advertising, Bradshaw & Bryant dominates unaided brand awareness; Across all stages of the consumer journey, Bradshaw & Bryant leads the market; 2) Bradshaw & Bryant offers Madison Avenue a master class on creating future demand and how building a brand is the main driver of longterm growth and profit; 3) Every advertiser has two jobs: Creating future demand and converting existing demand; Bradshaw & Bryant excels at creating future demand; and 4) AM/FM radio advertising works: Among AM/FM radio listeners, Bradshaw & Bryant’s awareness is +19% greater than in the overall market. 
his remarkable contributions to the radio industry over the past four decades. Mike’s deep expertise, creative vision and unwavering commitment to excellence have shaped countless careers, inspired new generations of broadcasters and driven innovation in every corner of the audio industry. His ability to nurture talent and create programming that resonates with audiences makes him a most deserving recipient of this year’s National Radio Award.” McVay is president of McVay Media and recently served as EVP of content and programming for Cumulus Media and the Westwood One radio network. NAB says the celebrated media strategist, programmer, talent coach and industry leader will receive this prestigious accolade during the NAB Marconi Radio Awards at the 2025 NAB Show New York.
“creative quality is the number one sales driver” and this is often a surprise to advertisers and media agencies who think media tactics (targeting, reach, etc.) drive the most sales. It’s for good reason that everyone wants high brand awareness. A major study from TikTok reveals the greater a brand’s awareness, the greater the purchase conversion. Brands with high aided awareness have 2.86x greater conversion rates compared to low awareness brands. But not all categories operate similarly, Podscribe says that purchase conversion varies widely by advertising category and advises that it’s important to understand the purchase conversion benchmarks for your product category. 
media users, and linear TV viewers. Ad-supported audio listeners are more likely to be Amazon Prime members, spend more, and were more aware of Amazon Prime Day 2025; 2) Ad-supported audio (AM/FM radio, music streaming, and podcasts) are ideal media platforms for retailers and e-commerce brands: Heavy audio listeners are more likely to shop online. Heavy AM/FM radio and podcast listeners spend more online than TV viewers; 3) AM/FM radio makes your TV better – “20 gets you 50”: A 20% shift of a TV media budget to AM/FM radio generates a +50% increase in campaign reach. Nielsen Media Impact campaign optimizations reveal shifting media weight to AM/FM radio generates significantly more reach, especially among younger 18-49 demographics. AM/FM radio does an extraordinary job in increasing campaign reach among light TV viewers who will not see retailer TV ads; and 4) Audio holiday AM/FM radio campaigns work: Consumers exposed to an Amazon holiday AM/FM radio campaign have higher brand equity (awareness, ad recall, prior purchase, and purchase intent). Nielsen sales effect studies reveal AM/FM radio campaigns for retailers generate significant return on advertising spend: $15 dollars of incremental sales for every dollar of AM/FM radio advertising. 
newsprint tabloid, TALKERS proclaimed that “talk radio” was, indeed, an “industry within an industry” and worthy of its own, unique full-service trade publication. Founded by pioneering radio broadcaster (KMET, WNEW-FM, WLIR-FM, WCBS-FM, WPIX, KPRI, CBS, Westwood One, RKO) Michael Harrison, who also brought his experience with publications including Radio & Records, Goodphone Weekly, and Billboard to the table, the independent journal went on to produce annual conferences, numerous radio shows, and contribute to the ongoing success and influence of a variety of spoken word formats and talk media offshoots.
-home media company JCDecaux reveals creative best practices for billboard advertising that the AM/FM radio industry can utilize to improve visual ad impact. Some of the key findings include: 1) Quu visual AM/FM radio ads on auto dashboards increase purchase intent by +89%; 2) You’ve got two seconds so brand fast: Visual logos placed at top of the frame deliver 4X higher brand recognition; 3) Beware the cost of dull: Failure to engage emotionally is the cost of creative mediocrity; 4) Be consistent with a brand’s colors, logos, slogans, and fonts that appear in other advertising; 5) Keep it short: The fewer the words, the greater the brand recognition; and 6) Create happiness: Ads that create positive emotions with happiness, surprise, or humor generate much stronger memorability, brand association, store visits, and website visits. 
and companies seeking to hire, especially among passive job seekers who are less likely to use job sites: Nine out of 10 job seekers are reached by ad-supported audio. Over-the-air AM/FM radio reaches nearly 80% of active and passive job seekers. Six out of 10 active job seekers are reached by podcasts; 2) AM/FM radio streaming’s audience growth has surged among job seekers: Since 2021, AM/FM radio streaming has soared in usage among both active and passive job seekers. Six out 10 active job seekers are reached by AM/FM radio streaming; 3) Passive job seekers outnumber active job seekers by +50%. Active job seekers are growing: The optimal source for filling positions are passive job seekers who outnumber active job seekers by +50%. Active job seekers have surged from 15% in 2018 to 24% currently; and 4) Advertising works: There is a very linear relationship between ad spend, share of voice, ad recall, and market share. The greater the ad spend, the greater the ad recall and market share.