AM/FM Radio Poised to Boost Holiday Retail Lift

RADIO ONLINE | Monday, November 24, 2025 | 3:15pm CT

Cumulus Media and Westwood One

The Thanksgiving and Black Friday kickoff has officially launched one of the busiest shopping periods of the year, and new insights from the Cumulus Media | Westwood One Audio Active Group highlight a clear message for retailers: AM/FM radio remains a powerful engine for holiday sales.

According to Nielsen, AM/FM radio reaches 77% of adults 18 plus each week leading into Thanksgiving, with reach climbing to 78% during Christmas week. That consistency makes broadcast radio a prime tool for both brick-and-mortar and e-commerce marketers looking to influence consumers as they make gift-buying decisions.

The holiday season also brings a surge in listening. MRI data shows nearly 80 million adults plan to listen to holiday music on AM/FM radio or via streaming, with listening peaking on weekends. These consumers tend to be more active outside the home, meaning more time in their cars-where they are highly exposed to audio advertising.

Radio's advantage is its position directly on the path to purchase. RealityMine's USA TouchPoints finds that 53% of adults 18-64 visit a store and are in their car within the same half-hour weekly. When they are behind the wheel, 85% of ad-supported audio time goes to AM/FM radio, according to Edison Research's Q2 2025 "Share of Ear," making radio ads highly influential in determining which stores shoppers visit and which brands they buy.

AM/FM radio also delivers measurable digital impact. A MARU/Matchbox study of Amazon's December 2023 holiday campaign showed that those exposed to AM/FM radio advertising posted meaningful gains in brand familiarity, recall, favorability, purchase intent, and prior purchase compared with unexposed consumers.

Media planners can boost reach as well. Analysis from Nielsen Media Impact shows that shifting just 20% of a linear TV holiday buy to a mix of AM/FM radio and podcasts can increase campaign reach by an average of 53%. Smaller TV advertisers see even greater lift.

Across numerous Nielsen studies, AM/FM radio continues to deliver standout returns for retail brands, generating an average of $15 in incremental sales for every $1 invested.

Read the entire blog post here.