Radio sellers have fresh evidence for conversations about commuting, but the numbers describe different populations and measures.
In a November 2 analysis, Cumulus Media | Westwood One’s Audio Active Group reported that 59% of surveyed marketers and agency executives commute most or all days, while 32% commute some days. Advertiser Perceptions interviewed 304 respondents October 1–13 for the commissioned research.
The most-or-all-days share rose from 53% a year earlier but fell from 64% in April. That comparison makes the story more nuanced than an uninterrupted return-to-office surge.
The analysis also cites Edison Research’s Share of Ear findings that AM/FM captures 81% of ad-supported audio listening in cars and trucks. That is a share of listening time within an advertising-supported category—not the percentage of all drivers listening to radio or radio’s share of every kind of in-car audio.
For a local sales presentation, the practical next step is to pair these national findings with the station’s own audience evidence and the advertiser’s campaign objective. Neither commuting frequency nor listening share establishes that a particular campaign produced sales.
Related: Why IAB wants better audio data in media mix models.