Insights: Radio Reaches Consumers Via Smart Speakers

The recently released Q1 2021 edition of Edison Research’s “Share of Ear,” the gold standard audio-time-use study, contains five interesting findings. 

This week’s Westwood One blog outlines how AM/FM radio adds significant audience to Pandora/Spotify, reaches consumers on the path to purchase, and is the most-listened-to ad-supported audio on smart speakers.

• Of the combined AM/FM radio and Pandora audience, in a typical day, 85% listens to AM/FM radio and never listens to Pandora. Over half of Pandora’s audience also listens to AM/FM radio
• Of the combined AM/FM radio and Spotify audience, 83% listens to AM/FM and does not listen to Spotify. Over half of Spotify’s audience also listens to AM/FM radio.
• Of the combined AM/FM radio and SiriusXM audience, 76% listens to AM/FM radio and does not listen to SiriusXM. Half of SiriusXM’s audience also listens to AM/FM radio.
• Most Spotify/Pandora listening occurs at home while the majority of AM/FM radio listening occurs away from home. “Share of Ear” reveals 71% of time spent with Pandora and Spotify occurs at home. Conversely, most AM/FM radio listening occurs away from home in-car and at work.
• AM/FM radio is the most-listened-to ad-supported platform on smart speakers, a consistent trend over the last several years.
• Podcasting’s audience trajectory continues to soar while AM/FM radio remains the undisputed leader in ad-supported audio. Since 2017, podcasting’s audience share has tripled.
• As America gets back on the road, AM/FM radio’s in-car share of ad-supported audio remains at a dominant 87%. AM/FM radio is the smart choice to reach hundreds of millions of Americans on the path to purchase.