If you’re looking to move consumers from awareness to action, there may be no better place than inside the car. According to the latest wave of Audacy’s Connected Car study, radio and podcast ads are not only being heard — they’re prompting real, measurable action.

The latest research confirms what Audio advertisers have long known: drivers don’t just listen passively. They engage, they search, they act. In fact, after hearing an AM/FM radio ad:

Podcast ads performed just as powerfully:

That’s the full funnel — awareness, consideration, and conversion, activated by a single Audio touchpoint.

One of the most important (and often overlooked) factors in Audio’s performance is location. The car isn’t just where people tune in — it’s where they’re minutes from a store, a restaurant, or a purchase decision. When a radio or podcast ad hits during a drive, it reaches consumers at a uniquely powerful moment: hands on the wheel, brand on the mind, and purchase just ahead.

According to the study, over 45% of connected car drivers visited a store after hearing a podcast or radio ad. That’s not just awareness — it’s foot traffic through the door.

And these drivers aren’t casual spenders. Connected car owners are high-value consumers, spending over $1,000 annually across key categories like home improvement, financial services, education, and retail. That means these audiences have both the intent and the income to act on the messages they hear.

Let’s talk scale. Local radio and podcasts combined account for 93% of all ad-supported in-car listening, according to Edison Research. That gives advertisers access to an enormous, engaged audience at a critical decision-making moment.

But Audio’s power doesn’t stop with purchases. The study found that audio Ads also spark word of mouth recommendations: 53% of radio listeners and 47% of podcast listeners discussed advertised products with friends and family.

In-car Audio advertising doesn’t just raise awareness — it drives results. Whether it’s sparking interest in a product, prompting a visit to the store, or converting a listener into a subscriber, Audio reaches people when they’re paying attention and ready to act. And in the car, that attention is undivided.

So, if your brand wants to break through the noise and connect with consumers in powerful, measurable ways, it’s time to turn up the volume on your Audio strategy.