Wrong Perceptions Persist On Radio Listening

There is a common misperception among advertisers about when AM/FM radio listening actually happens. Many believe that most AM/FM radio listening occurs weekdays between 6AM and 10AM and 3PM and 7PM, a.k.a. “drive times.” In December 2020, Advertiser Perceptions, the gold standard of advertiser and agency sentiment, surveyed 300 marketers and agency professionals to see when they think AM/FM radio listening happens. In this week’s Westwood One blog, the perception is compared to the actual listening reality. 

Perception: Advertisers estimate more than half of all AM/FM radio listening happens during “drive times.” When thinking about traditional AM/FM radio, advertisers and agencies believe 30% of listening occurs during weekday morning drive, 6AM-10AM, followed by Monday-Friday afternoon drive, 3PM-7PM, at 25%. Middays, 10AM-3PM, were third at 14%, narrowly inching out nighttime and weekends. 

Nielsen reality: 61% of U.S. AM/FM radio listening occurs outside of drive times; Middays are number one and weekend listening is far greater than suspected. Nielsen reports only 39% of AM/FM radio listening occurs during drive times. 

• Advertisers perceive only 12% of all listening occurs during the weekend. The Nielsen reality is 21% – bigger than morning drive. 
• Despite the pandemic, the share of AM/FM radio listening by daypart is very stable. Middays, nights, and weekends have maintained their listening levels with no change from 2018 to 2020. Mornings and afternoons dipped slightly while overnights increased from 4% to 5%. 
• Restricting AM/FM radio buys to drives times misses 60% of the AM/FM radio audience. It reduces reach and harms advertiser sales lift.