Audacy Study Highlights Radio's Reach Among Voters

RADIO ONLINE | Wednesday, October 14, 2026 | 12:37pm CT

New research from Audacy, conducted with YouGov and MRI-Simmons, highlights the role of AM/FM radio in reaching commuting voters ahead of the 2026 midterm elections. The findings suggest radio can help political advertisers expand their reach beyond traditional television and digital campaigns while connecting with voters concerned about the economy and cost of living.

According to the research, 59% of likely voters who commute identify the economy and cost of living as the most important issues influencing their vote. That figure increases to 73% among commuting homeowners with children.

The study also found that 78% of employed Americans commute to work at least two days per week, with nearly 90% traveling by car. During weekday commuting hours, AM/FM radio accounts for 82% of ad-supported audio listening, according to the findings cited by Audacy.

In an interview with Campaigns & Elections, Audacy executives Haley Teare-Lombardo and Ray Borelli discussed the challenges political advertisers face in reaching additional voters without duplicating audiences already exposed to television and digital advertising.

"We saw what everyone else was seeing - that the economy is by far the number one issues on the minds of voters heading to the polls this November," said Borelli, Audacy's Head of Research. "But when you isolate the people who are commuting to work, they're feeling the pressure so much more and it shows up in the data. They're more motivated to vote."

The research also found that audio listeners were more than twice as likely as the average voter to mention cost-of-living concerns when asked what advice they would give a candidate seeking their vote.

Audacy pointed to results from the 2022 midterm elections as evidence of radio's ability to provide incremental audience reach. In Pennsylvania, radio added an estimated 676,000 voters, representing a 10% increase beyond the television and connected TV reach of John Fetterman's campaign. In Georgia, radio added approximately 659,000 voters, an 18% increase beyond the TV/CTV reach of Raphael Warnock's campaign.

The findings underscore Audacy's position that radio can complement television and digital advertising by reaching audiences during daily commutes and providing additional exposure without relying exclusively on the same media channels.

The research was discussed in an interview published by Campaigns & Elections examining voter economic concerns, commuting habits and political advertising strategies ahead of Election Day.

Watch the full interview here.