Ad-supported audio listeners led all other media in purchases during Amazon’s July 8-11, 2025 four-day Prime Day event, according to a national study of 925 Americans by Quantilope. This week’s Cumulus Media | Westwood One Audio Active Group® blog outlines findings from the study as well as multiple e-commerce studies released in the past few years.
- Leading all media in Amazon Prime Day 2025 purchases were AM/FM radio listeners (53%), followed by ad-supported music streaming (47%) and podcast (44%) consumers: Ad-supported audio listeners were more likely to shop Amazon Prime Day than the online video audience, social media users, and linear TV viewers. Ad-supported audio listeners are more likely to be Amazon Prime members, spend more, and were more aware of Amazon Prime Day 2025.
- Ad-supported audio (AM/FM radio, music streaming, and podcasts) are ideal media platforms for retailers and e-commerce brands: Heavy audio listeners are more likely to shop online. Heavy AM/FM radio and podcast listeners spend more online than TV viewers.
- AM/FM radio makes your TV better – “20 gets you 50”: A 20% shift of a TV media budget to AM/FM radio generates a +50% increase in campaign reach. Nielsen Media Impact campaign optimizations reveal shifting media weight to AM/FM radio generates significantly more reach, especially among younger 18-49 demographics. AM/FM radio does an extraordinary job in increasing campaign reach among light TV viewers who will not see retailer TV ads.
- Audio holiday AM/FM radio campaigns work: Consumers exposed to an Amazon holiday AM/FM radio campaign have higher brand equity (awareness, ad recall, prior purchase, and purchase intent). Nielsen sales effect studies reveal AM/FM radio campaigns for retailers generate significant return on advertising spend: $15 dollars of incremental sales for every dollar of AM/FM radio advertising.