Audio Drives Big Gains for Cellular Brands, Study Finds

RADIO ONLINE | Tuesday, December 2, 2025 | 10:52pm CT

Cumulus Media | Westwood One Audio Active Group

AM/FM Radio continues to play an outsized role in the nation's wireless marketplace, according to new insights from the Cumulus Media | Westwood One Audio Active Group. An analysis of consumer behavior, media usage, and ROI reveals that America's three largest carriers -- Verizon, T-Mobile and AT&T -- rely heavily on AM/FM audio to build brand equity and attract new subscribers.

MediaRadar reports that AM/FM Radio now ranks fourth in telecom ad spending for the first half of 2025. Despite investing three times more in TV, cellular brands see stronger brand equity among audio audiences than among heavy TV viewers.

AM/FM Radio's reach is a major factor. Among adults 25-54, it delivers the highest monthly reach of any media, and it surprisingly leads all platforms among 18-34s. MRI Simmons data shows audio consumers are especially valuable to wireless marketers. Heavy AM/FM listeners are:

• 8% more likely to be in the market for a new provider than heavy TV viewers

• Strongly aligned with the profile of consumers planning to switch carriers in the next year

• More likely to fall within the key 18-44 demo, which makes up 57% of upcoming switchers

Podcast listeners and heavy radio users match the in-market consumer profile across age, household size, income, and employment -- something TV can't match.

A Nielsen case study found that AM/FM advertising generated $14 in incremental cellular brand sales for every dollar spent. In one quarter, a $15 million radio investment produced $209 million in incremental sales, highlighting radio's efficiency in driving real purchase behavior.

Listeners in several audio formats are more likely to be shopping for a new carrier, including:

• Urban
• Hispanic
• CHR/Top 40
• Christian
• Adult Standards
• Adult Hits
• Soft AC

Dozens of podcast genres also index high for wireless shoppers.

A Harris Poll Brand Tracker study of 8,913 respondents showed that a major cellular brand enjoyed much higher momentum, quality perception, familiarity and consideration among audio listeners than among heavy TV viewers.

Despite heavy linear TV spending, brand usage and recommendation actually declined among heavy TV audiences, suggesting those consumers are simply not engaged with the wireless category.

Radio's superpower continues to be incremental reach, especially among younger and more mobile consumers -- the same people most likely to change wireless carriers. For telecom marketers seeking growth, the data suggests AM/FM Radio remains one of the most potent tools in their media arsenal.

Read the entire blog post here.