AM/FM Radio Delivers Results For Retailers In Every Holiday Season
The celebration of Thanksgiving and Black Friday this week marks the start of one of the biggest shopping seasons of the year.
With money on the table, both brick and mortar and e-commerce retailers need to capture consumer attention.
AM/FM radio advertising reaches holiday shoppers
AM/FM radio is highly effective at reaching these potential customers during the holidays with a massive 77% adult 18+ average weekly reach regardless of the season, according to Nielsen.
In the week leading up to Thanksgiving, 77% of adults 18+ are reached by AM/FM radio. 78% of adults 18+ are reached the week of Christmas, making AM/FM radio the prime advertising vehicle for reaching shoppers trying to find last minute gifts.
AM/FM radio reaches consumers on the path to purchase with an 85% share of in-car listening
AM/FM radio is an on-the-go medium, reaching consumers close to the point of purchase. 65% of all AM/FM radio listening occurs away from home, according to Nielsen. Advertisers who invest in AM/FM radio are reaching consumers at a critical time when purchase decisions are made.
When consumers are in their cars, 85% of ad-supported audio time spent goes to AM/FM radio, according to Edison Research’s latest Q2 2025 “Share of Ear.” Shoppers hear AM/FM radio commercials that influence the stores they visit and brands they buy.
AM/FM radio delivers digital impact for e-commerce retailers
For e-commerce websites, AM/FM radio creates significant digital impact. A recent LeadsRx analysis of 17 AM/FM radio campaigns reveals a +14% average increase in website traffic due to AM/FM radio advertising.
A holiday AM/FM radio campaign for Amazon generates strong brand equity and purchase intent
MARU/Matchbox conducted a campaign effect study a December Amazon holiday campaign. Comparing those exposed to the AM/FM radio campaign versus those not exposed reveals stronger brand familiarity, advertising recall, holiday association, favorability, purchase intent, and prior purchase.
AM/FM radio has a proven retail ROI: fifteen dollars of sales for every dollar of radio advertising
According to multiple Nielsen return on advertising investment studies, AM/FM radio generates an average of $15 of retail sales for every $1 of AM/FM radio advertising.