A new analysis shows advertisers who build audio plans around streaming music and podcasts — and omit AM/FM radio — risk missing the majority of U.S. listeners. Data from Advertiser Perceptions and Edison’s Share of Ear, summarized in this week’s Cumulus Media | Westwood One Audio Active Group blog, finds AM/FM radio remains the dominant ad‑supported audio medium and delivers far broader reach than digital audio alone.
Key findings: advertisers and agencies substantially underestimate AM/FM radio’s listening share and overestimate audiences for Spotify and Pandora. AM/FM radio accounts for roughly 63% of ad‑supported audio. Duplication analysis shows 90% of Americans who use Pandora or Spotify also listen to AM/FM radio, meaning most of the population relies on broadcast radio rather than streaming‑only services.
Reach implications: on a typical day, digital audio alone reaches about one‑third of Americans; adding AM/FM radio boosts daily audio reach to about 73%. AM/FM also delivers a large, largely exclusive out‑of‑home audience — most radio listening occurs on the go near points of purchase, while most digital audio is consumed at home.
Conclusion: marketers cannot “check the box” on audio without including AM/FM radio if they want broad, in‑market reach and proximity to purchase.