B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
13%
13% -- mental availability lift for Brands using AM/FM radio advertising (2025)
Brands using AM/FM radio advertising experience a 13% greater mental availability (more likely to be noticed and considered during purchasing decisions).
Attribution:
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Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
13%
Unit
Percentage
Data Vintage
2025
Entity
Sample Size
1,200
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Peter Field / Institute of Practitioners in Advertising (IPA)
Primary
Tier B
https://maxmediallc.com/company-news/why-am-fm-radio-advertising-delivers-big-results/ ↗
Source Article
Why AM/FM Radio Advertising Delivers Big Results
New Insights from Peter Field and Real-World Success Stories
A local advertiser recently asked, “What’s the business case for AM/FM radio advertising?” Over the past decade, a wealth of marketing research has made the answer clear: radio remains a powerful tool for building local businesses and nati…
Original Research
Peter Field / Institute of Practitioners in Advertising (IPA)
· Original study ↗
Methodology
Peter Field analysis of over 1,200 IPA case studies
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Brands using AM/FM radio advertising: 13% mental availability lift. Source: Peter Field / Institute of Practitioners in Advertising (IPA) (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/radio-mental-availability-13pct
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<blockquote cite="https://lighthousedata.io/data/radio-mental-availability-13pct" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>13%</strong> -- mental availability lift for Brands using AM/FM radio advertising<br><small>Source: Peter Field / Institute of Practitioners in Advertising (IPA) (2025) · <a href="https://lighthousedata.io/data/radio-mental-availability-13pct" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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