After spending over four decades working in commercial radio, I have learned critical insights about the relationship between radio advertising and consumer behavior. Knowing the two types of consumers, the three types of advertising and how they work together is vital to creating a successful marketing strategy for your business.

In a digital age dominated by streaming platforms and mobile devices, loud voices, like software and tech companies, holler to the rooftops that traditional AM/FM radio has lost its appeal, especially among the younger generation. However, recent findings from Edison Research's Share of Ear study shed light on a surprising trend: Gen Z spends a significant amount of their in-car listening time with good old-fashioned radio.