While new national data shows AM/FM radio still commands 55% of in-car audio listening, that number may be even higher here in Western Massachusetts—where the vast majority of residents commute by car and rely on local radio daily.
In markets like Springfield and Greenfield, radio remains a dominant, free, and reliable source of entertainment, news, and emergency information—especially during harsh weather or in areas with limited cell service.
Even younger listeners continue to spend a significant portion of their in-car time with radio, reinforcing its role as a primary companion on the road.
As some automakers explore removing radios entirely, the impact locally could be significant—not just for listeners, but for the businesses that depend on radio to reach customers where they are most engaged: behind the wheel.
Dan Guin
President/General Manager
Western Mass Media Group