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The celebration of Thanksgiving and Black Friday this week marks the start of one of the biggest shopping seasons of the year.

With money on the table, both brick and mortar and e-commerce retailers need to capture consumer attention.

AM/FM radio advertising drives retail results

AM/FM radio is highly effective at reaching these potential customers during the holidays with a massive 77% adult 18+ average weekly reach regardless of the season, according to Nielsen.

In the week leading up to Thanksgiving, 77% of adults 18+ are reached by AM/FM radio. 78% of adults 18+ are reached the week of Christmas, making AM/FM radio the prime advertising vehicle for reaching shoppers trying to find last minute gifts.

80 million adults plan to listen to holiday music on AM/FM radio or streaming

AM/FM radio is highly effective at reaching potential customers during the holidays. According to MRI, nearly 80 million adults are planning to listen to holiday music on AM/FM radio or streaming, with listening peaking on the weekends.

Holiday AM/FM radio listeners are also more likely to participate in activities outside the home, putting them in their cars and in the position to be exposed to AM/FM radio ads.

AM/FM radio reaches consumers on the path to purchase

AM/FM radio is an on-the-go medium, reaching consumers close to the point of purchase. Advertisers who invest in AM/FM radio are reaching consumers at a critical time when purchase decisions are made.

Americans travel to and from stores and are in their cars to visit loved ones during the holidays. This is good news for advertisers. A study from RealityMine’s USA TouchPoints shows on a weekly basis, 53% of Americans 18-64 have been in a store and their car in the same half-hour.

When consumers are in their cars, 85% of ad-supported audio time spent goes to AM/FM radio, according to Edison Research’s Q2 2025 “Share of Ear.” Shoppers hear AM/FM radio commercials that influence the stores they visit and brands they buy.

AM/FM radio delivers digital impact for e-commerce retailers: A holiday AM/FM radio campaign generates strong brand equity and purchase intent

MARU/Matchbox conducted a campaign effect study of the December 2023 Amazon holiday campaign. Comparing those exposed to the AM/FM radio campaign versus those not exposed reveals stronger brand familiarity, advertising recall, holiday association, favorability, purchase intent, and prior purchase. 

“20 gets you 50”: Retailers can generate a +50% incremental reach increase to their TV investment by shifting just 20% of their holiday media plan to AM/FM radio

An analysis conducted via Nielsen Media Impact, the media planning and optimization platform, reveals shifting just 20% of a linear television buy can generate significant growth in campaign reach. The November 2024 television holiday campaigns from a variety of retailers are detailed below.

Shifting 20% of TV investment to a mix of AM/FM radio and podcasts grows reach by an average of +53%. The smaller the retailer’s TV investment, the greater the incremental reach lift achieved with the addition of AM/FM radio.

Nielsen: AM/FM radio campaigns generate extraordinary return on advertising spend for retailers; For every dollar spent, $15 dollars of incremental sales are generated

According to multiple Nielsen return on advertising investment studies, AM/FM radio generates an average of $15 of retail sales for every $1 of AM/FM radio advertising.

Key takeaways:

• AM/FM radio advertising drives retail results: AM/FM radio reaches 77% of adults 18+ during Thanksgiving week and 78% during Christmas week
• AM/FM radio reaches consumers on the path to purchase: AM/FM radio has an 85% ad-supported in-car share of audio
• AM/FM radio delivers digital impact for e-commerce retailers: A holiday AM/FM radio campaign generates strong brand equity and purchase intent
• “20 gets you 50”: Retailers can generate a +50% incremental reach increase to their TV investment by shifting just 20% of their holiday media plan to AM/FM radio
• AM/FM radio has a proven track record for retail: AM/FM radio generates $15 of retail sales for every $1 of radio advertising

Download the slides:

Pierre Bouvard is Chief Insights Officer of the Cumulus Media | Westwood One Audio Active Group^®.

Contact the Insights team at CorpMarketing@westwoodone.com.