Quick Summary
- AM/FM radio still dominates ad-supported audio in the car, according to Edison Research's latest Share of Ear data.
- Census-based commuting data shows thousands of people cross county lines every day in and around the Yadkin Valley.
- 100.9 WIFM's weekday lineup with Danny Hall and Joel Hooper covers both the morning and afternoon drive.
- A strong drive time campaign depends on consistent scheduling, a simple message, and a clear call to action.
- Program sponsorships and online streaming help your message reach listeners beyond the dashboard.
Why the Car Is Still Radio's Strongest Room
It's easy to assume that phones and streaming apps have taken over the car. The research tells a different story. Edison Research's Q4 2025 Share of Ear study found that AM/FM radio accounts for 83% of all in-car ad-supported audio listening among adults 18 and older, a share that has stayed nearly the same since 2017.
Put another way, in a typical hour of ad-supported audio in the car, AM/FM radio captures 49.7 minutes. That means when a driver hears an advertisement during their commute, it's most likely coming through the radio.
In-Car Listening in the Foothills: What the Numbers Show
The car isn't just a place where radio does well. It has become radio's primary listening environment. Among Americans 13 and older, the car now accounts for 53% of all over-the-air AM/FM listening time, up from 42% in 2015.
This trend holds among younger adults, too. Edison found that 63% of all over-the-air AM/FM listening among adults 18 to 34 happens in the car, and among women 25 to 54, two-thirds of all AM/FM radio time is spent in the car. For foothills businesses trying to reach working adults and busy parents, those figures point straight to the commute.
Commuting Life Across the Yadkin Valley and Beyond
In-car listening foothills drivers rely on is shaped by the way people in our region get to work. Much of our area is rural, and the car is the primary way people get around. In Surry County, for example, most people drive alone to work, and the average commute is about 24 minutes.
The Main Corridors Our Listeners Travel
WIFM's primary coverage includes Surry, Wilkes, and Yadkin Counties, with partial coverage in Alleghany, Ashe, Davie, Forsyth, Iredell, Stokes, and into Virginia. The region's major roadways carry commuters through that footprint every day:
- I-77: Links Iredell County and the Statesville area to the heart of the Yadkin Valley and north toward the Virginia line.
- US 421: Connects Wilkes and Yadkin Counties with the Winston-Salem area in Forsyth County.
- US 52: Carries drivers between the Mount Airy area, Pilot Mountain, and Winston-Salem.
- I-40: Runs through Davie and Forsyth Counties, connecting the southern edge of our coverage area with the wider Piedmont.
Along with these highways, countless two-lane state roads carry farmers, contractors, healthcare workers, and students between small towns every day. Wherever the drive takes them, WIFM keeps them company.
When Drive Time Happens on 100.9 WIFM
Drive time generally refers to the morning and afternoon hours when the most people are commuting. At WIFM, our on-air personalities entertain and inform listeners each weekday between 6 a.m. and 6 p.m., covering both ends of the workday.
Danny Hall wakes the Yadkin Valley each weekday morning with his friendly, pun-loving style. Danny knows the foothills commute personally: he has joked that dodging deer on his own drive is what really wakes him up. His morning show includes local favorites like the Bojangles' Sports Report at 7:30 a.m. and the WIFM Birthday Calendar at 7:50 a.m.
Joel Hooper takes over weekday afternoons from noon until 6 p.m., carrying listeners through the lunch hour and the drive home. Joel grew up in the Yadkin Valley and returned home in 1998, and his mix of music, stories, and sports makes the ride home feel familiar.
Our adult contemporary, family-friendly format also makes WIFM a popular listen-at-work station. That means your message can reach people on the way to work, during the workday, and on the drive home.
Why Drive Time Matters for Local Businesses
According to industry figures shared on WIFM's advertising page, nearly three quarters of commuters shop on their way home from work, and more than two thirds make shopping decisions while in the car.
That makes commuter advertising Yadkin Valley businesses place during drive time one of the last messages a customer hears before making a buying decision. A restaurant can plant the idea of takeout at 5 p.m. An auto repair shop can remind a driver about the noise they have been ignoring. A home service company can be the name that comes to mind when the listener gets home and notices the problem again.
Radio also works without asking the driver to look away from the road. Drivers can't safely scroll social media or read a website while driving, but they can listen. Audio lets your message reach people when their eyes need to stay on the road.
Read our blog about the Yadkin Valley economy and who your buyers are.
How to Build a Drive Time Radio Campaign
A successful drive time campaign isn't complicated, but it does take planning. Here's a simple process to follow:
- Define your goal. Decide whether you want to build long-term name recognition, promote a limited-time event, or drive immediate foot traffic.
- Identify when your customers drive. Think about whether your customers are early-morning commuters, lunch-hour errand runners, or afternoon drivers heading home.
- Choose your dayparts. Match your schedule to those habits, using morning drive, afternoon drive, or both. Our post on the best time of day to run a radio ad goes deeper on this step.
- Commit to consistent frequency. Commuters follow routines, so a steady schedule helps the same listeners hear your message again and again. Learn more in Radio Ad Frequency: How Many Spots Do You Really Need?
- Keep the message simple and actionable. Give drivers one clear idea and one easy next step.
- Review and refresh. Pay attention to what customers mention when they call or visit, and update your creative as seasons and offers change.
Crafting a Message Drivers Can Remember
Drivers are listening, but they aren't taking notes. The most effective drive time ads are built for the ear. Keep these tips in mind when writing your spot:
- Mention your business name more than once so it sticks.
- Use a landmark or easy location reference instead of a complicated street address.
- Focus on a single offer or benefit rather than a long list.
- Choose a web address or phone number that's easy to remember.
- Tie your message to the moment, such as the drive home, dinner plans, or the weekend ahead.
A spot that says "stop by on your way home tonight" speaks directly to the listener's situation. That connection can make your message feel timely rather than interruptive.
Extending Your Reach Beyond the Dashboard
Drive time is a powerful starting point, but it doesn't have to be the whole plan. WIFM offers other ways to connect with the same loyal audience throughout the week.
Program sponsorships place your business alongside community programming listeners look forward to, from our local high school sports coverage to weekly features like the Bojangles' Sports Report. Since 1998, Joel Hooper and WIFM have broadcast 25 state championships live, and our sports coverage remains a mainstay in the Yadkin Valley. Sponsorships like these build familiarity and trust over time.
WIFM also streams online, which helps your message travel with listeners who tune in from a computer or phone at work or at home. Whether someone is on I-77 or at their desk, they can stay connected to the station.
Read our blog about school-oriented marketing for local businesses.
Frequently Asked Questions
What counts as drive time on the radio?
Drive time usually refers to the morning and afternoon hours when most people are commuting. At 100.9 WIFM, Danny Hall hosts weekday mornings and Joel Hooper hosts weekday afternoons from noon to 6 p.m., covering both the drive to work and the drive home.
Do people still listen to AM/FM radio in the car?
Yes. Edison Research's Q4 2025 data shows AM/FM radio holds 83% of in-car ad-supported audio listening among adults 18 and older. The car remains one of radio's strongest listening environments.
Which areas does WIFM reach?
Our primary coverage includes Surry, Wilkes, and Yadkin Counties. We also offer partial coverage in Alleghany, Ashe, Davie, Forsyth, Iredell, and Stokes Counties and into Virginia, and we stream online for listeners outside our signal.
Should I advertise in the morning or afternoon drive?
It depends on your goals and your customers. Morning drive can help with awareness and planning, while afternoon drive can influence decisions on the way home. Many businesses benefit from using both, and our team can help you decide.
How many radio spots do I need for a commuter campaign?
There isn't a single number that fits every business. Consistency matters most, because commuters follow daily routines. Our team can help you build a schedule that fits your goals and budget.
Conclusion
Foothills commuters spend real time in their cars every week, and AM/FM radio remains their go-to companion on the road. From the I-77 corridor to the two-lane roads that connect our small towns, drive time gives local businesses a chance to reach customers right when they are planning their day or deciding where to stop on the way home.
At 100.9 WIFM, we have been part of that daily drive for generations. If you're ready to put your business in front of Yadkin Valley commuters, contact our team today and let's build a drive time campaign that works for you.