RAB Highlights Growing Power of In-Car Media

RADIO ONLINE | Tuesday, June 16, 2026 | 10:51am CT

Radio Advertising Bureau (RAB)

The Radio Advertising Bureau (RAB) is spotlighting the continued strength of AM/FM radio in the automotive environment, arguing that advances in connected vehicle technology are making in-car media more engaging, measurable, and valuable for marketers than ever before.

In a new thought leadership article published by the Association of National Advertisers (ANA), RAB Senior Vice President of Business Development Tammy Greenberg describes the automobile as "media's last high-attention environment at scale," where consumers remain highly engaged and less distracted than in many other media settings.

According to the article, AM/FM radio continues to dominate ad-supported in-car audio listening. Citing Edison Research's Share of Ear study, RAB notes that broadcast radio accounts for 84% of ad-supported listening time in vehicles. The organization also points to Jacobs Media's Techsurvey 2026, which found consumers continue to value radio for its convenience, local content, and accessibility without requiring subscriptions or internet connections.

The report highlights the growing role of connected dashboards and in-dash visual displays, which can complement audio advertising with synchronized visual messaging. RAB says research shows 83% of drivers actively engage with dashboard displays while listening, creating opportunities for advertisers to reinforce brand messages through both audio and visual channels.

Advances in connected vehicle technology are also providing marketers with new audience insights. Data from Xperi's DTS AutoStage platform, which analyzes listening behavior from 6.5 million vehicles nationwide, found drivers generated nearly 42 million hours of HD Radio listening in a single month, averaging 11.2 listening hours per vehicle. The platform also offers traffic and proximity data that can help advertisers better understand consumer movement patterns and optimize campaign targeting.

The article cites several case studies demonstrating the effectiveness of combining radio advertising with in-dash visuals. One campaign for a consumer packaged goods brand reportedly generated significant gains in brand familiarity, usage, and purchase intent, while another campaign promoting a streaming television series delivered substantial increases in show awareness and viewing intent among listeners exposed to dashboard messaging.

Greenberg concludes that while media consumption continues to fragment across platforms, the vehicle remains a rare environment that combines scale, attention, routine, and trust. She argues that new measurement tools and connected dashboard capabilities are helping transform traditional in-car listening into a more accountable and impactful marketing channel.

Read the full ANA article here.