Insights: Radio Represents 85% Of In-Car Ad-Supported Audio

As automakers contemplate audio entertainment options and designs for their vehicles, they acknowledge that AM/FM radio is the most listened to in-vehicle audio platform. However, important questions are raised: “What do the drivers of my vehicles listen to in the car?

The Cumulus Media | Westwood One Audio Active Group® conducted a special analysis of Edison’s “Share of Ear,” the long running audio time use tracking study.

Edison Research’s quarterly “Share of Ear” study is the authoritative examination of time spent with audio in America. Edison Research surveys 4,000 Americans annually to measure daily reach and time spent for all forms of audio.

“Share of Ear” can report audio time use among auto brands’ drivers. Since the inception of the study in 2014, Edison has asked, “What is the model year and brand of your primary car or truck – that is, the one vehicle you spend the most time driving or riding as a passenger?”

Among all U.S. drivers, AM/FM radio has a 59% share of all audio time spent in car.

Examining listening among all drivers to all forms of audio in the car, 59% of all minutes spent with audio in the car go to AM/FM radio. A distant number two at a 12% are the ad-free music channels of SiriusXM.

Among all U.S. drivers, AM/FM radio is the ad-supported queen of the road with an 85% share of in-car ad supported audio

Looking at all ad-supported listening taking place in the car among all drivers, AM/FM radio has a massive 85% share. What better place to build an auto brand among the ideal auto intenders than among in-car consumers daydreaming about their next vehicle?

Key takeaways:

• For product design and operations teams at auto manufacturers, it is important understand the massive use of AM/FM radio among their customers
• For auto brand marketing teams, AM/FM radio is a powerful platform to reach American drivers to build auto brands
• Ford drivers in the car: AM/FM radio has a 58% share of all audio time spent and an 87% share of ad-supported audio
• If Ford wanted to run ads targeting their owners and prospective customers in their vehicles, AM/FM radio would seem to be a good choice with its 87% share among Ford drivers and an 85% share of all drivers
• Among all U.S. drivers, AM/FM radio is the ad-supported queen of the road with an 85% share of in-car ad supported audio
• Toyota drivers: AM/FM radio has a 61% share of all audio and an 87% share of ad-supported listening
• Luxury German brand drivers (Mercedes, BMW, Porsche): AM/FM radio leads total audio time spent with greater tuning to SiriusXM spoken word channels