Radio Listeners Led All Media in Prime Day Purchases

RADIO ONLINE | Monday, July 28, 2025 | 5:04pm CT

Cumulus Media | Westwood One Audio Active Group

A new national study reveals that ad-supported audio audiences -- particularly AM/FM radio listeners -- outpaced all other media in Amazon Prime Day 2025 purchases. The findings, detailed in the latest Cumulus Media | Westwood One Audio Active Group blog, are based on a survey of 925 Americans conducted by research firm Quantilope.

According to the study, 53% of AM/FM radio listeners made a purchase during the four-day Prime Day event (July 8-11), leading over ad-supported music streamers (47%) and podcast listeners (44%). In contrast, online video, social media, and linear TV audiences lagged behind.

Heavy ad-supported audio users were also significantly more likely to be Amazon Prime members, spend over $200 in the last month, and exhibit higher awareness of Prime Day promotions.

The blog highlights that ad-supported audio platforms -- AM/FM radio, podcasts, and streaming -- consistently outperform other media in driving e-commerce action. A key insight from Nielsen Media Impact shows that reallocating just 20% of a retailer's TV ad spend to AM/FM radio can result in a 50% increase in campaign reach, particularly among the hard-to-reach 18-49 demographic.

Amazon itself saw this effect in its June 2024 Prime campaign. Shifting 20% of its $4.2 million TV budget to AM/FM radio boosted total reach from 41% to 63% -- a 51% gain -- while nearly doubling or tripling reach among 18- to 44-year-olds.

The effectiveness of AM/FM radio in driving e-commerce isn't new. A 2015 IPSOS study found that radio ads led to the highest purchase conversion for the inaugural Prime Day. Similarly, a 2018 follow-up revealed heavy AM/FM listeners made up half of all Prime Day buyers.

With radio consistently delivering strong brand equity, recall, and purchase intent, the Audio Active Group argues that retailers looking to maximize sales and reach should consider AM/FM as a primary component of their media strategy. Recent Nielsen sales effect studies suggest AM/FM radio can deliver $15 in sales for every $1 spent on advertising.

"Ad-supported audio is the engine of American e-commerce," said Pierre Bouvard, Chief Insights Officer at the Audio Active Group. "Prime Day 2025 just proved it again."

Read the entire blog post here