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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