Study: Audio Drives Record Auto Ad Spending

RADIO ONLINE | Monday, March 2, 2026 | 4:57pm CT

Cumulus Media | Westwood One

A new national study finds that heavy AM/FM radio and podcast listeners are among the most valuable customers for auto parts retailers, even as social media captures a growing share of ad dollars. The seventh annual auto aftermarket study, commissioned by Cumulus Media | Westwood One's Audio Active Group and conducted by Quantilope, examines spending habits and media behaviors of America's auto parts shoppers.

The findings show audio audiences spend significantly more than average consumers in the category. Heavy AM/FM radio listeners spend 26% more than the typical auto parts shopper, while heavy podcast listeners spend 22% more. In contrast, heavy social media users spend $714 annually on auto parts, compared to $790 for heavy AM/FM listeners (+11%) and $765 for heavy podcast listeners (+7%).

Overall, Americans who shop at auto aftermarket retailers spent an average of $626 in the past year. "Mega-milers" -- consumers who drive more than 200 miles per week -- spent $900 annually, 44% above average. Ultra-heavy auto parts shoppers, defined as those making 10 or more trips in the past two years, spent $832 annually, 33% above the U.S. average.

The study also points to record advertising investment in the category. According to MediaRadar, 2025 auto aftermarket ad spending reached a high of $469 million. Social media has grown into the leading media platform for auto aftermarket spend, largely at the expense of television and AM/FM radio.

However, the report argues that audio remains uniquely positioned to reach high-value consumers. Edison Research's Q3 2025 "Share of Ear" data shows AM/FM radio commands 84% of in-car ad-supported audio listening, with in-car listening levels returning to pre-pandemic norms as Americans spend more time driving.

The research highlights three key consumer segments -- mega-milers, do-it-yourselfers and ultra-heavy shoppers -- all of whom over-index as heavy AM/FM listeners. Ultra-heavy shoppers are 29% more likely to be heavy AM/FM listeners, do-it-yourselfers are 19% more likely, and mega-milers are 48% more likely.

Sports radio plays a particularly strong role. Among ultra-heavy auto parts shoppers, 51% listen to NFL play-by-play broadcasts and 48% listen to NCAA football on AM/FM radio. Listenership also rises around NBA and NHL broadcasts, reinforcing sports radio as a core platform for reaching frequent auto parts buyers.

Brand metrics in the study show AutoZone leading in share of voice and awareness, followed by O'Reilly Auto Parts, with Advance Auto Parts, Walmart and Amazon comprising a third tier.

The report concludes that as time spent in vehicles grows -- and with it the need for maintenance and repairs -- AM/FM radio and podcasts offer marketers a direct line to the category's heaviest spenders.

Read the full blog post here.