NAB’s Gustafson: AM Act Trajectory a ‘Masterclass in Advocacy’

Why It Matters

Preserving AM radio in cars safeguards a legacy broadcast platform, protects advertising revenue, and signals that regulators are responsive to consumer demand for traditional media in modern vehicles.

Key Takeaways

• Committee added AM radio bill to 2026 vehicle act
• Bipartisan leaders Guthrie, Bilirakis, Pallone propelled bill
• Ford reversed AM removal after consumer revolt
• NAB urges stations to lobby for floor vote
• Listeners can text “AM” to 39179 to support

Pulse Analysis

The push to keep AM radio in automobiles reflects a broader battle between legacy broadcast media and the digital transformation of the in‑car experience. While streaming services dominate new vehicle infotainment systems, AM radio still reaches millions of commuters, especially in rural areas where broadband is spotty. By embedding the AM Radio for Every Vehicle Act within the Motor Vehicle Modernization Act, lawmakers have linked the issue to a larger transportation funding package, giving it the legislative heft needed to survive committee scrutiny.

Automakers view dashboard space as prime real estate for revenue‑generating services, from subscription audio to data‑driven advertising. Ford’s recent reversal on removing AM receivers from its best‑selling F‑150 illustrates how consumer sentiment can outweigh potential monetization gains. Drivers voiced immediate outrage, prompting the company to retain AM radios for the upcoming model year. This episode highlights a tension: manufacturers seek to monetize every square inch of the dashboard, yet they must balance that ambition against entrenched listener expectations and the value of free‑to‑air content.

The National Association of Broadcasters (NAB) is leveraging its network of stations to turn grassroots pressure into legislative momentum. By distributing bilingual public‑service announcements and encouraging listeners to text “AM” to 39179, the association creates a measurable, low‑friction way for the public to demonstrate support. Station owners are also being asked to host congressional interviews, turning local airwaves into lobbying platforms. If successful, the bill could set a precedent for how industry groups mobilize both consumers and policymakers to protect legacy media assets in an increasingly digital landscape.