New research from Audacy finds there’s opportunity in the wireless market, especially among so-called “plan switchers,” or those who seek to upgrade or move to a new plan. While converting them isn’t easy, audio has shown itself to be an effective channel for connecting with these consumers.
“Plan switchers represent a growing and lucrative segment,” Audacy says. “This audience has grown 4% in the past year.”
According to the research, 45% of switchers are motivated by a cheaper plan, and 33% are looking for better service, like improved coverage or faster speeds.
“When it comes to reaching switchers, there’s no better medium than Audio,” Audacy says. “These consumers aren’t just casual listeners — they’re dedicated Audio fans. A staggering 92% of plan switchers listen to Audio, a number that’s grown by 9% in recent years.”
Behind Audio’s success is its ability to drive action. According to the research, after hearing an ad on a podcast, 48% of switchers visited the brand’s website, and 29% went a step further, visiting the site to make a purchase.
“It’s not just about the reach — it’s about driving action,” the study says. “Audio connects with these listeners when they’re tuned in and ready to make decisions.”
In one case study, a major wireless provider partnered with Audacy to measure how their radio campaign impacted awareness and consideration. The campaign used Audacy’s Brand Lift Attribution module and focused on targeted cities to compare exposed listeners vs. a control group. Among the results:
11% increase in ad awareness among listeners, proving that the campaign broke through the noise.
A +5% lift in consideration intent, showing that Audio not only reached consumers but persuaded them.
The campaign also found that higher exposure frequencies — 21 or more ad impressions — drove the most significant gains in brand attributes like “great coverage” and “has the latest phones.” The campaign, Audacy says, highlights the importance of strategic messaging and sustained engagement via Audio.
“This holiday season and all year long, as you compete to be the wireless provider that customers choose,” Audacy says, “make sure your brand is reaching them where they’re already listening — on their favorite Audio platforms.”