The holiday season brings no shortage of sparkle, joy, and perhaps most excitingly—new tech. For many, the perfect gift will sit tucked beneath the tree—a brand-new smartphone with a shiny new plan. This is a time when countless Americans consider making a change to their wireless plans. Whether for a better deal or improved service, the wireless market buzzes with opportunity, especially among ‘plan switchers’ — those ready to upgrade or move to a new plan. But converting these switchers isn’t easy. Successful providers know that strategic channel choices make all the difference, and Audio advertising has proven to be one of the most effective ways to connect with these tech-savvy, ready-to-switch consumers.

Plan switchers represent a growing and lucrative segment. This audience has grown 4% in the past year. These consumers are hunting for better value or improved service:

As this market grows, it’s essential to capture their attention with targeted and effective advertising—and that’s where Audio excels.

When it comes to reaching switchers, there’s no better medium than Audio. These consumers aren’t just casual listeners—they’re dedicated Audio fans. A staggering 92% of plan switchers listen to Audio, a number that’s grown by 9% in recent years.

What makes Audio particularly powerful is its ability to drive action. After hearing an ad on a podcast:

It’s not just about the reach—it’s about driving action. Audio connects with these listeners when they’re tuned in and ready to make decisions.

A major wireless provider recently partnered with Audacy to measure how their radio campaign impacted awareness and consideration. Using Audacy’s Brand Lift Attribution module, the campaign focused on targeted cities to compare exposed listeners against a control group.

The results were compelling:

The campaign also found that higher exposure frequencies—21 or more ad impressions—drove the most significant gains in brand attributes like “great coverage” and “has the latest phones”. This campaign highlights the importance of both strategic messaging and sustained engagement through Audio.

Not all audiences are created equal. If you’re looking for the perfect customers for your next wireless campaign, look no further than Audacy’s listeners:

But it’s not just about their likelihood to switch—it’s about their openness to advertising. Audacy listeners are 7% more likely than the average U.S. adult to say that ads influence their decision-making when choosing mobile providers.

This holiday season and all year long, as you compete to be the wireless provider that customers choose, make sure your brand is reaching them where they’re already listening—on their favorite Audio platforms.