You’re driving to work, half-listening to the radio, when a jingle or a news headline plays. The radio exposure primed their imagination, priming better memory and recall of the ad content across screens. Radio vs. Screen-Based AdsBecause radio removes visual clutter, it may actually encode messages more efficiently than TV in some cases. A separate Morning Consult survey that same year found AM/FM radio trust had climbed to 63%, again outpacing newspapers and social media. Audacy’s 2024 study of local news radio listeners similarly found that 85% consider local radio news credible — more than any other medium tested.