Study Finds AM/FM Radio Ad Wear-Out Virtually Non-Existent

RADIO ONLINE | Tuesday, April 1, 2025

Cumulus Media and Westwood One

The Radio Advertising Bureau (RAB) has long grappled with inquiries about the phenomenon known as "wear-out" in radio advertising, where ads lose effectiveness over time due to frequent exposure. To address these concerns, RAB enlisted ABX Advertising Benchmark Index, a pioneer in creative testing, to conduct a comprehensive study.

ABX, with its vast experience in evaluating over half-a-million advertisements across various media platforms, undertook an extensive analysis specifically focused on AM/FM radio ads. The findings were recently detailed in a blog post by Cumulus Media | Westwood One's Audio Active Group.

Contrary to common marketing fears, the study revealed that wear-out is almost nonexistent in AM/FM radio advertising. Among the 25,000 ads examined, only two showed any decline in effectiveness based on some metrics, but neither suffered in terms of branding or messaging impact.

Significantly, ads that had been in the market for extended periods, such as two years with a spending of over $8 million, were among those scrutinized. However, repeated tests of ten of the twelve longest-running ads displayed no statistically significant drop in performance, affirming the durability of radio advertising.

Gary Getto, President of ABX, underscored the rarity of wear-out in AM/FM radio ads, noting that the ABX Index-which measures clarity in branding, messaging, reputation, and call-to-action-showed consistent results across the board.

This groundbreaking study supports the views of marketing giants like Les Binet, Sarah Carter, and organizations such as Kantar and Analytic Partners, all of whom agree that ad wear-out in radio is largely a non-issue, further bolstering confidence in the stability and efficacy of radio advertising.

For more from the study, click here.