92% of Ad Buyers Now Commuting; Will Radio Close The Win?

Why It Matters

The commuter rebound aligns radio’s most valuable audience with advertisers, strengthening its case against streaming and podcasts. This shift could translate into higher ad spend and improved perception for broadcast radio.

Key Takeaways

• 92% of marketers now commute, up from 7% fully remote
• Marketers average 4.4 office days per week, highest since 2022
• AM/FM holds 83% share of in‑car audio listening
• Radio delivers $2 return per ad dollar, second only to social
• Only 46% of marketers view radio as effective, despite ROI

Pulse Analysis

The latest Advertiser Perceptions survey reveals a dramatic swing in workplace mobility, with 92% of marketers now commuting. This marks a reversal from the 2022‑2024 period when advertisers lagged behind the broader workforce in return‑to‑office rates. The data, gathered from 301 marketers and a parallel study of 1,601 adults, shows an average of 4.4 office days per week—up from 3.3 in 2022—placing decision‑makers squarely in the vehicle during the prime listening window for AM/FM radio. For broadcasters, this alignment offers a timely boost to their core value proposition: reaching audiences when they are most receptive.

In‑car listening remains a stronghold for traditional broadcast. Edison Research reports that AM/FM captures 83% of ad‑supported audio consumption in cars and trucks, dwarfing streaming and podcast usage, which are largely home‑based. Coupled with Nielsen’s Audio Today 2026 findings that radio generates a $2 return for every advertising dollar—second only to social media—these metrics underscore radio’s efficiency in a fragmented audio landscape. Advertisers seeking cost‑effective reach can leverage the commuter surge to maximize frequency and impact, especially as streaming platforms struggle to replicate the captive in‑car environment.

However, perception lags performance. Nielsen’s 2025 Annual Marketing Report shows only 46% of marketers consider radio effective, despite its strong ROI. The commuter recovery presents an opportunity for radio sales teams to close this gap by emphasizing tangible metrics—high in‑car share, proven return on ad spend, and renewed face‑to‑face business interactions, with 73% of media meetings and 76% of conferences back in person. By aligning messaging with the renewed commuter audience, broadcasters can not only protect but potentially expand their advertising base in a post‑pandemic market.