Consumers have never had more ways to consume media. Smartphones, streaming television, podcasts, social media, connected TVs and endless online content compete for attention every minute of the day.
Yet one place remains remarkably consistent: the car.
A recent report from the Association of National Advertisers (ANA), developed in partnership with the Radio Advertising Bureau (RAB), argues that today’s connected vehicle has become one of the most valuable advertising environments available because it combines something marketers struggle to find elsewhere—attention, routine and trust.
For businesses in Northern Utah and Southern Idaho, that’s an important reminder that local radio continues to reach customers during some of the most influential moments of their day.
The Commute Is One of the Last Places Without Constant Distractions
Most forms of digital media compete with dozens of other messages.
Consumers scroll.
They skip.
They switch apps.
They glance at notifications.
Inside the car, however, people typically stay engaged with a single audio source for much longer periods of time.
According to Edison Research’s Share of Ear, AM/FM radio accounts for 84% of all ad-supported listening in the car. Jacobs Media’s Techsurvey 2026 found listeners continue choosing broadcast radio because it is easy, familiar, local and immediately available without subscriptions or internet connections.
For advertisers, that means your message isn’t fighting through an endless social media feed. Instead, it becomes part of a trusted listening experience.
Local Personalities Still Matter
One of the report’s strongest conclusions is that consumers continue turning to local radio for companionship, information and entertainment.
That aligns perfectly with what listeners experience every day across Cache Valley Media Group stations.
Whether it’s Will Feelright, JD Walker and Craig Hislop discussing local issues on KVNU, Jeff and McCall helping listeners start their morning on Q92.9, Lynn Simmons connecting with country fans on KIX 96.7, Eric Frandsen and Jason Walker breaking down local sports on 106.9 The FAN, or the many other local voices heard across our stations, these personalities have built relationships with audiences over years—not weeks.
When trusted personalities talk about local businesses, listeners pay attention because those recommendations are delivered within programming they already value.
The Dashboard Is Becoming Digital
Today’s vehicles are doing more than simply playing audio.
Many newer dashboards now display station logos, artist information and advertiser graphics while listeners hear commercials. National studies cited by the ANA and RAB found these synchronized audio and visual experiences can significantly improve brand familiarity, consideration and purchase intent.
While those technologies continue expanding nationally, they illustrate a much larger trend: radio isn’t standing still.
Broadcast radio continues evolving alongside digital technology, giving advertisers more ways to reinforce their message while maintaining the trust and reach that have always made radio effective.
Local Marketing Works Best When Channels Work Together
Perhaps the biggest takeaway isn’t that radio competes against digital marketing.
It’s that the two increasingly complement each other.
A potential customer might hear your commercial while driving to work, see your display ad later that afternoon, visit your website after dinner and follow your business on social media that evening.
Each interaction builds familiarity.
That’s why successful marketing campaigns rarely depend on a single platform.
At Cache Valley Media Group, businesses can combine trusted local radio with digital display advertising, streaming audio, connected TV, social media marketing, video advertising and Cache Valley Daily to create campaigns that stay in front of customers throughout the day.
Attention Is Becoming More Valuable Than Ever
In today’s fragmented media landscape, simply reaching people isn’t enough.
The real challenge is earning their attention.
The ANA and Radio Advertising Bureau conclude that the car remains one of the few places where consumers are consistently engaged, routines are predictable and trust remains high. Those qualities make in-car listening one of the most valuable opportunities available to advertisers.
For businesses across Logan, Cache Valley and surrounding communities, that’s encouraging news. Local radio continues to deliver what marketers have always wanted: a trusted environment where customers are listening.
If you’re looking to reach customers throughout Northern Utah and Southern Idaho with a marketing strategy that combines trusted local radio, Cache Valley Daily, streaming audio, connected TV, social media and other digital products, contact one of Cache Valley Media Group’s marketing consultants. We’ll help you build a campaign that connects with consumers wherever they are—including during one of the most attentive moments of the day: the drive.
Source: Association of National Advertisers (ANA) and Radio Advertising Bureau (RAB), “Attention in Motion: The Power of the In-Car Experience,” incorporating research from Edison Research Share of Ear, Jacobs Media Techsurvey 2026, Xperi DTS AutoStage, Quantilope, and Quu.
