Are you rethinking how to reach federal, state, and local decision-makers? The daily commute might be your ace in the hole.

The commute is no longer a relic of pre-2020 life. While state and local employees have been back in the office for some time, their federal counterparts are now following suit.

When government decision-makers are on the road, they’re a genuinely captive audience.

The Commute is Back and So Is Their Attention

Commute time is one of the rare slices of a busy decision-maker’s day when they’re both mentally available and seeking content. And the data backs it up.

According to our 2025 Media Engagement Report, radio and podcasts are regaining ground as high-value engagement channels for B2G marketers.

The early bird gets the engagement.

• 51% of federal and 53% of state and local government employees listen to AM/FM radio during their morning commute.

But don’t discount the ride home.

• 39% of federal and 42% of state and local employees tune in during their evening commute.

What's more, 40% of federal employees report spending at least 15 minutes per day listening to traditional AM/FM radio, while 32% spend at least 15 minutes daily listening to podcasts.

For state and local employees, 38% regularly tune into AM/FM radio, and 32% listen to podcasts.

That’s not just passing time; it’s prime time.

Radio: The Brand Awareness Workhorse

Radio remains an excellent channel for stable brand awareness amidst personnel and policy changes. It’s particularly effective in its ability to reach government decision-makers multiple times throughout the day, creating the repetition necessary for brand recognition.

Knowing the brand is a major factor in how decision makers perceive companies. With new sheriffs in town, you want to make sure they know who you are.

With 76% of federal respondents expressing a "fair amount" or "great deal" of confidence in government-focused stations, brands that advertise on these platforms can create a halo effect of trust, enhancing their reputation and credibility.

For marketers targeting the Washington, D.C. metro area, where 30% of federal respondents are based, stations like WTOP (38%) and WAMU (31%) remain top choices.

And their ears are ad-ready:

• 77% of federal and 82% of state and local employees listen to ad-supported audio content.

When they use streaming audio services like Pandora and iHeartRadio, they access the ad-supported versions rather than paying for ad-free experiences. This means your target audience is already conditioned to hearing advertisements during their audio consumption.

You don’t have to buy their attention. It’s already part of the commute.

Podcasts: Building Trust Through Education

Where radio excels at awareness, podcasts educate and build trust.

They’re a personal and focused channel for sharing your company’s intelligence and subject matter expertise.

Decision-makers are tuning in with intent:

• 64% of federal and 71% of state/local employees listen to podcasts.
   
• Roughly one-third across both groups (29% of federal and 33% of state and local) favor news and politics podcasts, making it the top genre where you can have the most impact.

This aligns perfectly with what we know about government purchasing behavior:

Education is foundational to building relationships. Government decision-makers want to understand solutions to their pressing challenges before engaging with vendors.

And there's an SEO kicker. More than half of those who listen to podcasts – 58% of federal listeners and 54% of state and local – use search engines to find them. This creates an additional SEO opportunity for marketers who properly optimize their podcast content.

Double Down with Complementary Strategies

So why look at radio and podcasts now? Let’s recap:

1. Radio builds awareness and increases the likelihood of influencing your audience.
    
2. Podcasts build credibility by demonstrating thought leadership and educating on solutions.
    
3. Together, they create multiple touchpoints that are essential for moving prospects through the consideration phase.

In other words, radio starts the conversation. Podcasts make sure it sticks.

Turn Bumper-to-Bumper into Back-to-Back Business

Regular commuting patterns provide B2G marketers with a renewed opportunity to reach decision-makers during these dedicated listening periods. By strategically incorporating both radio for awareness and podcasts for education, you can engage government decision-makers throughout their buyer's journey.

The commute is back, and smart marketers will make the most of this captive audience time.

Want continuously updated intelligence on brand perception, buyer behavior, procurement trends, competitive landscape, and key administration insights?
Don’t miss FedPulse 2025: Turning Brand & Market Data into Competitive Advantage.

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