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Plus Radio

• In combination, radio and OOH deliver a balance of sight and sound to an on-the-go audience.
  • 29% of adults that have seen a billboard in the last month strongly/somewhat agree radio provides them with useful information about new products and services. 
  (Source: 2025 MRI-Simmons Spring Doublebase)
  • 60% of adults remember audio and podcast ads more then they remember ads on billboards. 

65% of AM/FM radio listening takes place out of home.

• 44% of AM/FM radio listening takes place in the car.
• 19% AM/FM radio listening takes place at work.

(Source: Nielsen National Regional Database, Adults 18+ - Q4 2022)

Audio works across key commercial levers
Campaigns with audio outperform those without audio on profit (+75%), trust (+81%), price insensitivity (+81%) and customer acquisition (+19%). Audio's profit contribution also scales with media spend. Across 14 measures, the average uplift for all campaigns with audio was +22%, in comparison to campaigns without audio. See study results here.
Audio nearly doubles profit for emotionally driven advertising
The data also makes the creative case. Audio nearly doubles the profit generated by emotionally driven campaigns, and its effect compounds when it is paired with distinctive brand assets and run consistently over time. Over three years, 6% of nonemotional campaigns achieve incremental profit, while 33% of emotionally driven campaigns can say the same.

(Source: The Secret to Profit and Trust: Audio, June 2026)

Radio adds frequency to the reach of an OOH message that the consumer might see only once (or once a day) on a billboard

Few radio listeners frequently change stations while in their cars, so a targeted message on radio can effectively supplement mass exposure to OOH creative

Combining radio with an outdoor campaign will increase reach and recall:

• Radio signals cover the market, outdoor messages are available only where displayed
• Radio travels with the consumer as they go about their daily routines and in all locations – at home, at work, and especially in cars
• Radio+OOH increases range and frequency to increase recall

Most OOH advertising is fixed and remains in place for a pre-set period of time. Radio ad copy can be changed quickly, so messaging changes can be implemented to supplement or clarify OOH

OOH ads can tweak consumer's curiosity; radio ads will complement by delivering details

Inclement weather or adverse traffic conditions can adversely impact exposure to OOH advertising, but radio listening actually increases under these circumstances. American consumers depend on their car radios for weather and traffic reports, so OOH and radio make an effective drive-time combination every day.

For more information on radio:
Glossary: http://www.rab.com/public/reports/buysellterms.pdf
FAQs: https://www.rab.com/whyradio/WRnew/faq/faq.cfm
Statistics and Trends: http://www.rab.com/whyradio/