Today’s B2B (business-to-business) marketing environment is becoming increasingly massive. The Business Marketing Association estimates that business-to-business marketers spend $108 billion annually. AM/FM radio is the ideal marketing platform for B2B advertising.

Here’s why:

AM/FM radio reaches 93% of all business decision makers weekly

Along with digital, AM/FM radio reaches nearly all business decision makers weekly, more than broadcast television, cable television, or newspapers.

AM/FM radio delivers massive reach among target business decision maker segments

Drilling down, AM/FM radio reaches nearly all business decision makers in important consumer categories for advertisers:

• 93% who work in management positions
• 93% who purchase business travel
• 93% who purchase information technology
• 94% who purchase office equipment/supplies
• 94% who purchase overnight delivery services

AM/FM radio impacts business decision makers where they are a captive audience – commuting in the car

The car is the ideal place for AM/FM radio to reach business decision makers. AM/FM radio commands a massive 90% share of time spent listening to ad-supported audio in the car.

The car is also an ideal place to reach business decision makers because it is an environment to deliver one-on-one messaging. According to the U.S. census, 85% of American workers commute by car or truck. Only 5% use public transportation. Nearly 90% of in-car commuters drive alone. AM/FM radio offers a direct channel to B2B consumers.

Business decision makers are similar in profile to AM/FM radio’s most frequent listeners

Business decision makers are a highly desirable consumer group – slightly younger, more educated, and more upscale than the overall U.S. population. Among all major media, the AM/FM radio and digital audiences align most closely with the profile of business decision makers. Heavy TV viewers are less of a match to the business target as they are much older and far less likely to be employed.

AM/FM radio and digital connect with business decision makers on an emotional and intellectual level

Compared to the average adult, business decision makers are more likely to turn to AM/FM radio and digital as sources for ideas, learning, and information. Business decision makers are actively engaged with AM/FM radio, making it an ideal environment to market business-related products and services to a receptive audience.

Business-to-business professionals listen to a variety of AM/FM radio programming formats

There is a myth that business-to-business professionals only listen to News/Talk and Spoken Word AM/FM radio formats. The reality is that they listen to a variety of AM/FM radio formats. Business decision makers are 41% more likely than the average American to listen to Alternative Rock, 37% more likely to listen to Adult Hits, and 24% more likely to listen to Classic Rock.

Business-to-business professionals count on Westwood One to produce results

Nielsen measured the effectiveness of a Westwood One NFL audio campaign for CDW, a major information technology firm targeting IT professionals.

Compared to those who only watched NFL games on television, IT professionals who listened to Westwood One’s NFL coverage on-air reported increased awareness, brand favorability, and likelihood to recommend CDW. The radio campaign also amplified the impact of the entire media plan, elevating the awareness of CDW’s advertising on other media by as much as 3 times or more.

Key takeaways:

• AM/FM radio reaches 93% of all business decision makers weekly
• AM/FM radio delivers massive reach among target business decision maker segments
• AM/FM radio impacts business decision makers where they are a captive audience – commuting in the car
• Business decision makers are similar in profile to AM/FM radio’s most frequent listeners
• AM/FM radio and digital connect with business decision makers on an emotional and intellectual level
• Business-to-business professionals listen to a variety of AM/FM radio programming formats
• Business-to-business professionals count on Westwood One to produce results

Lauren Vetrano is Director of Content Marketing at CUMULUS MEDIA | Westwood One.

Contact the Insights team at CorpMarketing@westwoodone.com.