{"id":638597,"date":"2026-05-12T13:31:11","date_gmt":"2026-05-12T13:31:11","guid":{"rendered":"https:\/\/www.newsbeep.com\/us\/638597\/"},"modified":"2026-05-12T13:31:11","modified_gmt":"2026-05-12T13:31:11","slug":"am-fm-radio-boosts-or-replaces-outdoor-ads-with-help-from-in-car-visuals-story","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/us\/638597\/","title":{"rendered":"AM\/FM Radio Boosts Or Replaces Outdoor Ads, With Help From In-Car Visuals. | Story"},"content":{"rendered":"

There\u2019s good news for advertisers having to deal with the limited availability of highway billboards: AM\/FM radio can reach the same consumers with in-car display ads showing the same content, while driving lifts in awareness, consideration and action.<\/p>\n

The findings come from various studies cited in the latest Westwood One blog<\/a>, which shows how radio can benefit from Quu\u2019s AM\/FM in-dash visual ad units and Xperi\u2019s DTS AutoStage listening heatmaps.<\/p>\n

\u201cIn an AM\/FM radio industry first, the DTS AutoStage heatmap visualizes the listening proximity to outdoor billboards and retail locations the next day,\u201d Cumulus Media\/Westwood One Audio Active Group Chief Insights Officer Pierre Bouvard says. \u201cIn over 300 local markets, DTS AutoStage generates AM\/FM radio listening data from six million connected cars in the U.S. AM\/FM radio now has modern, cutting edge, timely measurement, which does not rely on a consumer\u2019s memory or require a respondent to do something (like wear a gizmo).\u201d<\/p>\n

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Adding the impact of Quu\u2019s in-dash visuals \u2014 which can sync to an AM\/FM radio ad or run as a standalone visual in-dash ad unit, with the same creative as on billboards (as shown above) \u2014 significantly increase effectiveness, according to a Quantilope study where more than 1,200 respondents saw in-dash ads for six national advertisers across 374 AM\/FM stations in 75 U.S. markets.<\/p>\n

The study found that 83% of consumers pay attention to what\u2019s on screen while listening to broadcast AM\/FM radio, and that visual messages boosted results across the marketing funnel, lifting brand familiarity by 50%, slogan familiarity 57%, brand favorability 58%, purchase consideration 56%, purchase intent 89%, and brand usage 64%.<\/p>\n

\u201cThe combination of loyal AM\/FM radio audiences and in-dash visuals drove a significant lift in awareness, consideration, and action,\u201d Bouvard says. \u201cCombining AM\/FM radio\u2019s most loyal audiences and the connection they have with stations with the power of a visual ad on screen generates a huge lift in brand equity for national advertisers.\u201d<\/p>\n

From the advertiser and agency side, there\u2019s a high level of interest in in-car AM\/FM radio display ads, according to an Advertiser Perceptions survey showing 71% familiarity with them, and a willingness to pay an average 17% more for them.<\/p>\n

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Research from MRI-Simmons shows several similarities between AM\/FM radio listeners and the outdoor advertising audience. Drivers clocking 250 or more miles weekly and are heavily exposed to outdoor advertising are 23% more likely to also be heavy AM\/FM listeners, while less likely to be heavy users of other media.<\/p>\n

Of all major media, AM\/FM radio and outdoor have the strongest audience similarity.<\/p>\n

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Likewise, MRI-Simmons finds that the heavy AM\/FM and outdoor audiences are similar when it comes to median age, employment, presence of children and household size.<\/p>\n

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Additionally, a study examining the impact on Meta (Facebook\/Instagram) click-through rates when AM\/FM radio and outdoor were added to the media plan shows that used together, outdoor and AM\/FM radio drive significant digital impact.<\/p>\n

Adding AM\/FM radio drove a 29% increase, and out-of-home a 57% lift, in click-through rates, with the combination of outdoor and AM\/FM boosting click-through by 86%. \u201cThe click-through rates in these regions jump up as each media channel makes the other work harder,\u201d Bouvard says. \u201cIt almost doubles response.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"There\u2019s good news for advertisers having to deal with the limited availability of highway billboards: AM\/FM radio can…\n","protected":false},"author":2,"featured_media":638598,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[53],"tags":[88,7056,216,3],"class_list":["post-638597","post","type-post","status-publish","format-standard","has-post-thumbnail","category-music","tag-entertainment","tag-free","tag-music","tag-news"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/638597","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/comments?post=638597"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/638597\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media\/638598"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media?parent=638597"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/categories?post=638597"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/tags?post=638597"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}