Heavy AM/FM Listeners Rev Up Auto Parts Sales, Study Finds

Why It Matters

The data confirms radio’s continued relevance for reaching the most valuable auto‑parts consumers, guiding advertisers to allocate budget toward AM/FM, especially in‑car slots, despite overall digital growth.

Key Takeaways

• Heavy AM/FM listeners spend $790 annually, 26% above average
• Ultra‑heavy shoppers drive 171 miles/week, spend $832 yearly
• AM/FM radio media spend fell to 13% in 2025
• AutoZone unaided awareness 59%; younger adults notably lower
• In‑car AM/FM listening matches pre‑pandemic levels

Pulse Analysis

The Westwood One Audio Active Group’s 2025 Auto Aftermarket Brand Tracker uncovers a clear spending gradient among auto‑parts shoppers, with heavy AM/FM listeners out‑spending the average by $164. This premium translates into a more engaged audience that not only purchases more parts but also drives farther each week, suggesting a higher propensity for vehicle maintenance and upgrades. For retailers, recognizing this segment’s willingness to spend can sharpen targeting strategies and inventory planning, especially in categories like performance accessories and seasonal parts.

Despite digital media now commanding 74% of category spend, the study reveals that AM/FM radio retains a strategic foothold. Its share of media budgets dropped to 13% in 2025, yet the medium dominates in‑car listening, capturing 84% of audio time for drivers aged 18 and older. Advertisers aiming to reach ultra‑heavy shoppers—those making ten or more store trips—should therefore prioritize in‑car radio spots, sports formats, and rock stations, which show the highest penetration among this high‑value cohort. Balancing digital campaigns with well‑timed radio buys can maximize reach without sacrificing efficiency.

Brand awareness remains skewed toward legacy chains, with AutoZone leading at 59% unaided recall. Younger consumers (18‑34) exhibit lower awareness across the board, but they place strong importance on service offerings such as oil changes and battery testing. Retailers that integrate service bays and promote these touchpoints can attract the younger demographic and convert them into ultra‑heavy shoppers. Coupled with the resurgence of pre‑pandemic in‑car listening levels, the findings suggest a hybrid media approach—leveraging radio’s captive driving audience while supporting it with digital search and social tactics—to capture both high‑spending loyalists and emerging younger buyers.