{"id":2374,"date":"2026-10-13T20:46:54","date_gmt":"2026-10-13T20:46:54","guid":{"rendered":"https:\/\/www.ensmediausa.com\/ens-on-sales\/?p=2374"},"modified":"2026-10-13T20:51:37","modified_gmt":"2026-10-13T20:51:37","slug":"am-fm-radio-dominates-ad-supported-audio","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/why-radio\/am-fm-radio-dominates-ad-supported-audio\/","title":{"rendered":"Hello?! You&#8217;re Selling the Leader!"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Somewhere along the way, radio salespeople started acting like AM\/FM radio was the underdog.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Like we need to apologize for selling it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>HELLO?! Have you looked at the numbers?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">According to Edison Research&#8217;s Share of Ear study, AM\/FM radio accounts for approximately 70% of all ad-supported audio listening time among adults 35 and older (you know the ones \u2013 those people who tend to have more disposable income).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Podcasts? Around 15%. Ad-supported streaming music? Roughly 10\u201313%.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Radio isn&#8217;t fighting for scraps. It&#8217;s still the biggest piece of the pie!<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Everywhere you look, there&#8217;s another headline about podcasts, streaming audio, and other digital platforms. And yes, they&#8217;re growing. But with all that noise, it&#8217;s easy to forget who&#8217;s still dominating ad-supported audio listening.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And don&#8217;t confuse all those fancy digital reports filled with impressions, completion rates, and other metrics with actual advertising effectiveness.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>But since when did having more reports make something a better advertising medium?!<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Think about billboards. Advertisers spend thousands on them with little more than estimations. Nobody gets a report showing exactly how many drivers looked up from their steering wheel and actually noticed the sign. Yet billboards keep selling! Funny how some advertisers demand a microscope for radio but are perfectly happy with a traffic count for billboards.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">AM\/FM radio delivers enormous reach, habitual listening, and opportunities for consistent repetition. And <a href=\"https:\/\/www.ensmediausa.com\/ens-on-sales\/copywriting\/creative-is-the-engine\/\" data-type=\"post\" data-id=\"2354\">when paired with great creative<\/a>, it can build a business into a household name.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sure, digital advertising provides useful reporting. But a spreadsheet full of impressions doesn&#8217;t automatically translate into more customers or more money in the cash register.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And neither does a poorly written radio ad, no matter how many people hear it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Your job is to understand how radio works, learn how to make it work for advertisers, and SELL THAT VALUE with confidence.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Stop selling schedules and start selling good strategies and 48 to 52-week contracts. Stop apologizing for the medium you&#8217;re representing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You&#8217;ve got a powerful product. Learn the research. Know the numbers. Explain the benefits. And write better ads!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>You&#8217;re not selling yesterday&#8217;s medium. You&#8217;re selling one of today&#8217;s most powerful ways to build tomorrow&#8217;s customers.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cheers!<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Want a useful Radio sales idea like this every week?<\/strong><br>ENS on Sales is free and written for Radio salespeople and managers who want to sell smarter, create better advertising, and grow more revenue.<br><a href=\"https:\/\/visitor.r20.constantcontact.com\/manage\/optin?v=001t23upCUpnhEltMKcsbALv9r6PmjTqgoWnmWbUzt_j_i6Y3jztv09MYiMvgGxMvHG5iQu7teZP2G5Td2C-N5p6McUz3tIBMqFAWge8x2RFkU%3D\" target=\"_blank\" rel=\"noopener\"><strong>Subscribe to ENS on Sales \u2192<\/strong><\/a><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Would your sales team benefit <\/strong>from having a better reason to contact advertisers every single week? <strong>SoundADvice<\/strong> gives your entire radio sales team practical, advertiser-focused content designed to help open more doors, protect more clients, and <strong>create more revenue<\/strong>.<\/p>\n<p class=\"wp-block-paragraph\">Email me at <strong><a href=\"mailto:duane@ensmediausa.com\">duane@ensmediausa.com<\/a><\/strong> and I\u2019ll send you the important details about our <strong>SoundADvice<\/strong> program. <strong>It costs less than three lattes a week.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Somewhere along the way, radio salespeople started acting like AM\/FM radio was the underdog. Like we need to apologize for selling it. HELLO?! Have you looked at the numbers? According to Edison Research&#8217;s Share of Ear study, AM\/FM radio accounts for approximately 70% of all ad-supported audio listening time among adults 35 and older (you [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2375,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[576],"tags":[580],"class_list":["post-2374","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-why-radio","tag-why-radio-advertising"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>AM\/FM Radio Still Dominates Ad-Supported Audio<\/title>\n<meta name=\"description\" content=\"AM\/FM radio still leads ad-supported audio listening. 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