Radio and Podcast Ads: Turning Listeners into Shoppers

Picture this: you're cruising down the highway, the radio humming with your favorite local station or a gripping podcast keeping you company. An ad catches your ear—maybe it’s for a new restaurant or a must-have gadget. Before you know it, you’re pulling into a store or tapping your phone to learn more. Audacy’s latest Insights research reveals that audio ads—whether on AM/FM radio or podcasts—don’t just grab attention; they spark action.

The latest Insight piece from Audacy shows numbers tell a compelling story. 

After hearing a radio ad, 56% of listeners dive into researching the advertiser, 53% chat about the product with friends or family, and 41% go all the way to making a purchase. Podcasts are just as powerful: 50% of listeners seek more information, 47% spread the word, and an impressive 49% open their wallets.

The Car: A Hotspot for Action

The car isn’t just a place to enjoy music or stories—it’s a launchpad for purchases. With drivers often just minutes from stores or restaurants, audio ads hit at the perfect moment. Audacy’s research shows that over 45% of connected car drivers visit a store after hearing a radio or podcast ad, transforming a catchy jingle or compelling pitch into real-world foot traffic.

Connected car owners are a goldmine for advertisers. These high-value consumers spend over $1,000 a year on retail, home improvement, financial services, and education. With both the intent and income to act, they’re ready to respond to the right ad at the right time.

Why Audio Reigns Supreme

Local radio and podcasts dominate the in-car audio scene, accounting for 93% of ad-supported listening, according to Edison Research. This massive, engaged audience isn’t just tuning in—they’re acting. Beyond driving purchases, audio ads ignite conversations: 53% of radio listeners and 47% of podcast listeners share what they’ve heard with others, creating a ripple effect of word-of-mouth marketing.

In the world of in-car audio, ads do more than raise awareness—they drive results, turning listeners into shoppers and conversations into conversions.