A new analysis of Edison Research’s Q4 2025 "Share of Ear" study by the Cumulus Media | Westwood One Audio Active Group finds AM/FM radio dominates ad‑supported audio listening among registered voters and should be central to political ad plans.
Key findings: AM/FM captures 64% of ad‑supported audio listening among registered voters, with similar shares across Independents, Republicans and Democrats (62%–65%). Music formats lead listener share on AM/FM, and nearly half of voter radio use occurs in cars, where AM/FM holds about an 80% share of ad‑supported listening.
The analysis highlights a major advertiser misperception: in a survey of 302 advertisers, Spotify and Pandora were thought to command 41% of audience share versus 26% for AM/FM. Edison’s diary data show AM/FM’s audience is roughly 13 times larger than those streaming platforms and more than double advertisers’ estimates.
Broader reach data: AM/FM reaches 58% of Americans daily versus about 30% for podcasts and streaming services; Pandora and Spotify together reach 12% (rising to 33% when podcasts are included). Adding AM/FM to digital audio strategies boosts total reach from 33% to 73%.
Conclusion: The report argues political advertisers relying solely on digital audio risk underserving voters and that AM/FM radio remains a critical, cost‑effective component of any comprehensive audio media plan.
Conclusion: The report argues political advertisers relying solely on digital audio risk underserving voters and that AM/FM radio remains a critical, cost‑effective component of any comprehensive audio media plan.