AM and FM radio accounts for 86% of ad-supported audio listening — by far the most consumed audio medium behind the wheel — according to a new data analysis from Cumulus Media and its affiliated radio network Westwood One.
By using findings from Edison Research’s quarterly “Share of Ear” study, for the second year, the broadcast groups analyzed data that gauged survey participants’ listening habits in their primary vehicle.
The forementioned figure was up slightly from 85% in last year’s survey. Podcasts were a distant second, accounting for 7% of listening.
“For product design and operations teams at auto manufacturers, it is important to understand the massive use of AM/FM radio among their customers,” wrote Pierre Bouvard, chief insights officer of the Cumulus Media and Westwood One Audio Active Group.
Overall, among both ad-free and ad-supported content, AM and FM radio led the way, claiming 60% of in-car audio listening. Ad-free SiriusXM was second with 13% of listening.
Notable from the survey was the finding that in-car radio listening appeared to be trending back toward pre-pandemic levels. Forty-nine percent of all radio listening was found to be done in the car in Q1 2024, compared to a low of 40% in Q1 2022.
In Q1 2020, just prior to the pandemic, the percentage of radio listening done in the car was 55%.
The survey also analyzed listening shares by both OEM parent and major auto brands. In terms of brands, AM and FM radio led the way across the board, with as high as a 71% share among Dodge vehicles with both ad-supported and ad-free audio listening. The lowest share radio had was 39% among those driving BMWs.
Edison’s quarterly surveys query participants on the model year and brand of their primary vehicle. “Share of Ear” has surveyed 4,000 Americans annually since 2014 to measure audio consumption habits.
(Read Cumulus Media and Westwood One Audio Active Group’s recap of the survey.)
