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Tuesday, March 7, 2023

Infinite Dial Exposed More Realities Concerning Radio


Edison Research’s quarterly “Share of Ear” study provides an authoritative examination of time spent with audio in America. 

The just released Q4 2022 report reveals a yawning gap in agency/marketer perceptions of audio audiences. A study of 300 media agencies and marketers conducted in August 2022 by Advertiser Perceptions, the gold standard measurement firm of advertiser sentiment, found the perceived combined share of Pandora/Spotify is 44%, much greater than the perceived share of AM/FM radio (28%).








AM/FM radio’s actual share (73%) is three times larger than what advertisers perceive (28%).  Agencies and advertisers vastly overestimate Pandora and Spotify shares.


Edison Research surveys 4,000 Americans to measure daily reach and time spent for all forms of audio. This week’s Cumulus Media | Westwood One Audio Active Group® blog outlines the key findings from their latest Q4 2022 report.




These are the key findings from the Q4 2022 report.
  • Perception vs. reality: Agencies and advertisers underestimate AM/FM radio shares and drastically overestimate Pandora and Spotify audiences
  • AM/FM radio’s persons 18+ share of ad-supported audio (73%) is 15 times larger than Pandora (5%) and 18 times greater than Spotify (4%)
  • 2022 versus 2017: AM/FM radio is dominant, AM/FM radio streaming grows to beat ad-supported Pandora/Spotify combined, and podcasts triple
  • In the car, AM/FM radio dominates ad-supported listening with an 88% share
  • Streaming soars to 20% of all 25-54 AM/FM radio listening driven by growth among men
  • Head snapper: AM/FM radio’s 25-54 streaming audiences are +44% larger than ad-supported Spotify and Pandora combined
  • Podcasts’ share of time spent has grown since the pandemic
  • Podcasts’ daily reach has grown sharply and shows no signs of stopping
  • Podcast growth is happening among all age demos, not just Gen Z and Millennials
  • Spotify’s push to promote podcast listening on their platform has paid off: 23% of time spent on the platform goes to podcasts

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