For decades, AM/FM radio provided the workplace soundtrack. Then the global shift to remote work during the pandemic brought about significant changes in media consumption habits. Now, as businesses bring employees back to the office, AM/FM radio has made a surprising comeback, reshaping how and when employees consume media. This revival is opening new doors for advertisers, offering unique opportunities to connect with valuable in-office audiences.
This blog explores the growing trend of radio listening in workplaces, its appeal to returning office workers, and the ways businesses can strategically capitalize through targeted marketing efforts.
The Return to the Office and Its Impact on Media Consumption
The gradual return of employees to physical office spaces is in motion. According to a survey cited by Audacy, 64% of companies brought workers back to the office as of early 2025, with predictions suggesting this figure will increase to 87% by the end of the year. Such a major shift is reshaping media consumption patterns, especially during work hours.
Employees are returning to familiar routines, including tuning into AM/FM radio while working. Unlike streaming platforms or other on-demand services that require active engagement, traditional radio effortlessly provides passive entertainment, making it ideal for multitasking during work hours.
This revival is particularly evident during key time slots. Edison Research reports an increase in radio listening at work by 10 share points in the past year alone. Such patterns point to a significant media consumption opportunity, especially for marketers looking to engage audiences when they're actively settled in their work environments.
AM/FM Radio Resilience and Growth
AM/FM radio is demonstrating remarkable staying power, even as digital platforms evolve rapidly. Recent metrics highlight this resurgence:
- At-Work Listening Surges: Among ad-supported sources, AM/FM radio listening during work hours grew from 53% in 2024 to 63% in 2025, according to Edison Research.
- Consistent Reach: Nearly 66% of U.S. adults listen to AM/FM radio daily. This includes Gen Z and Millennials, debunking the myth that traditional radio appeals only to older demographics.
- Platform Versatility: Smart speakers are playing a pivotal role in driving this growth. With ease of access to radio stations on platforms like Alexa or Google Home, listening has become increasingly convenient for office workers.
- Podcast Integration: Radio's evolution is also influenced by podcast gains. Although slightly different in nature, podcasts showcase that there is still strong momentum for audio-based content across broader demographics.
These data points position AM/FM radio as not just a nostalgic relic but a vital, modern media channel whose relevance continues to grow.
The Role of AM/FM Radio in the Modern Workplace
What makes AM/FM radio so uniquely suited for the workplace? Let's break it down:
- Uninterrupted Flow of Entertainment: Unlike streaming music playlists that require active curation, radio offers a continuous stream of content with minimal effort.
- Live Updates and Local Flavor: From local news to weather reports and traffic updates, radio keeps workers informed about their immediate environments, enhancing its appeal as a functional workplace resource.
- Engagement Without Distraction: The conversational tone of radio presenters and curated playlists fosters connection without disrupting productivity.
- Community Feeling: For many, tuning into radio fosters a sense of connection and shared experience, reinforcing positive emotions during work hours.
Anchored by these qualities, AM/FM radio brings familiarity, comfort, and consistency, cementing its place in the modern office.
Opportunities for Advertisers
With the growing presence of AM/FM radio among in-office audiences, advertisers can leverage this platform to amplify their campaigns. Here are the key opportunities:
- Hyper-Targeted Reach: Radio advertising allows businesses to tap into specific demographics based on program schedules, time slots, and regional stations. Successful campaigns by industries like dining, retail, and home improvement demonstrate how brands can connect effectively with an engaged audience.
- Multiple Touchpoints Throughout the Day: AM/FM radio dominates key timeframes, including the morning commute, in-office hours, and evening drive. Advertisers can strategically place ads to capture attention across varying moments of the day.
- Point-of-Purchase Influence: Radio’s ability to engage listeners close to decision-making points (like picking up dinner or shopping on the way home) makes it uniquely impactful.
For instance, a quick-serve restaurant can promote its latest combo directly before lunchtime, converting radio listeners into instant customers.
Strategies for Effective Radio Advertising in the Workplace
To make the most of radio advertising opportunities, businesses should tailor their strategies for maximum resonance with in-office audiences:
1. Craft Engaging, Relatable Messages
Ensure your ads are conversational and address real customer needs. Use vivid imagery and a storytelling approach to capture attention.
2. Target the Right Stations and Programs
Understand your audience's preferences, whether that's tuning into talk shows, top 40 hits, country, or regional news. Pick stations that align with their interests.
3. Reach Your Audience Anytime
With radio stations having listeners tuned in 24/7, advertisers have the unique opportunity to connect with audiences around the clock. Whether it’s early mornings, mid-week afternoons, or late nights, your message can reach listeners whenever they’re tuning in.
4. Leverage Local Content
Incorporate localized offers or references into ads to resonate deeply with regional audiences.
5. Experiment With Sponsorships:
Sponsor popular programs or daily segments (like the traffic report or weather update) to ensure ongoing engagement with loyal listeners.
By following these strategies, brands can deliver high-impact campaigns that build steady, meaningful connections with AM/FM radio audiences.
Why Now Is the Perfect Time to Invest in AM/FM Radio
The renaissance of AM/FM radio in offices offers a golden opportunity for businesses to connect with a paying audience. At-work listeners are engaged, reachable during prime decision-making moments, and increasingly diverse in age and interests.
Marketers who prioritize AM/FM radio as part of their overall media strategy will find themselves riding the wave of resurgence, reaching customers at a critical time in their day-to-day lives.
Take full advantage of this moment by integrating radio campaigns that are creative, audience-specific, and data-driven. From small businesses to global enterprises, the ability to swoop into this largely untapped office audience is a game-changing move worth exploring.
Looking to craft effective radio ads tailored to in-office listeners? Start with well-thought-out messaging using the insights above, and watch your customer base grow!
