Marketers Return to Office, Nearly Match U.S. Commute Rates

RADIO ONLINE | Tuesday, May 13, 2025 | 2:49pm CT

Cumulus Media & Westwood One

Marketers and media agencies are now commuting and working from the office at levels nearly identical to the average American worker, according to a new Advertiser Perceptions study commissioned by the Cumulus Media | Westwood One Audio Active Group.

The study, conducted April 1-8, 2025, surveyed 305 media agencies and brands. A separate Quantilope study of 1,600 U.S. adults examined commuting trends among average Americans. Together, the studies show a major shift in workplace habits, narrowing the long-standing gap between the advertising industry and the general population when it comes to commuting.

In April 2025, 57% of marketers and media agency professionals said they commute "most or all days," the highest level since the pandemic and a sharp rise from just 22% in April 2022. Only 11% now report working fully from home-a dramatic drop from 37% three years ago. Overall, 89% of media and brand-side professionals are commuting at least some days.

Meanwhile, 85% of average Americans are commuting to work, holding steady with recent trends and nearly matching the media industry. In early 2022, Americans were 23 points more likely than marketers to be commuting-a gap that has now virtually disappeared.

The studies also found that average Americans spend slightly more time at the office, clocking 4.7 days per week versus 4.2 days for marketers. Both groups are most likely to work in the office Monday through Thursday, with Friday seeing the lowest in-person attendance.

In-person business activity is also on the rise within the media industry. A record 74% of marketers and agencies have resumed in-person media vendor meetings, and 76% are once again attending conferences-both significant increases from October 2024.

As office life rebounds, so does exposure to out-of-home media. According to Edison Research's Q4 2024 "Share of Ear" report, AM/FM radio commands an 86% share of ad-supported in-car audio-a consistent strength over the past decade.

"With the return to commuting and in-person work, AM/FM radio, billboards, and digital signage are delivering mass reach at pre-pandemic levels," the report concluded. "Out-of-home media is once again front and center for marketers aiming to engage consumers on the go."