With all of the cutting-edge entertainment technology available to commuters, it may seem logical that fewer would be listening to the radio on their ride to work. However, the stats tell a different story.
According to 2017 data from Edison Research, 82% of adults who have driven or ridden in a car in the last month listened to AM/FM radio, and 47% say AM/FM radio is their main source of audio entertainment when driving or riding in a car. This is especially pertinent to marketers in Chicago—home of the nation’s worst commute, and that’s not just opinion. An analysis of U.S. Census data by online retailer, Auto Accessories Garage, found that the average Chicago commute exceeds 32 minutes, longer than any other major city.
With all this time spent on the road—and consumers’ consistent use of and preference for AM/FM radio—overlooking the significance of radio advertising is a mistake Chicago area marketers can’t afford to make.
Real Opportunity for Chicago Advertisers
Radio provides proven and consistent results for Chicago advertisers. As Roy Spencer, president and owner of Perma-Seal Basement Systems, noted, “We're in Chicago! There's always traffic, so you're almost assured of a captive audience on most days."
The consistency of results from Chicago radio advertising is a sentiment echoed by other area business leaders. Says Bob Rohrman of the Bob Rohrman Auto Group, “Radio is my primary source of advertising. Everybody listens to radio, especially in the car." With its unmatched reach, as well as its targeting capabilities, radio delivers your message to the right listeners at the right time.
If you think that radio is no longer relevant, think again. AM/FM radio remains a significant way to reach Chicago consumers on the go, many of whom spend more than five hours per week in their cars just to get to and from work. The opportunity to reach Chicago commuters is tremendous and should be a key part of your marketing plan.