Radio Connects examines prevalent advertiser/agency perceptions about consumer media habits as reported by Advertiser Perceptions, the gold standard in understanding marketer/agency sentiment. To determine the realities of consumer behavior, we turned to Nielsen, Numeris, Statistics Canada and Signal Hill Insights for proof of Radio’s impact and effectiveness.



Below are just a few examples that dispel these 8 misperceptions about Radio. For more on Perception vs. Reality of AM/FM Radio, download the full report here.

Perception #1: “Due to the pandemic, no one is listening to AM/FM Radio.”

Perception #2: “Due to the pandemic, everyone’s working at home and no one is commuting.”

Perception #3: “AM/FM Radio has very low reach."

Perception #4: “Audience shares to Spotify are nearly equal to AM/FM Radio's."

Perception #5: “In the world of the connected car, the number one thing people do in their car is stream online radio on their smartphones.”

Perception #6: “My digital plan is driving my sales results”

Perception #7: "I would love to consider Radio, however, there’s a total lack of ROI and sales lift evidence for AM/FM Radio.”

Perception #8: "AM/FM Radio listening only occurs during drive times.”

Bonus Perception: "No one under 35 listens to AM/FM Radio.”