AM/FM In-Car Listening Surges To Pre-Pandemic Norms

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.

Since “Share of Ear” has been running continuously since 2015, it affords an opportunity to examine an eight-year view of American audio usage.  This week’s Cumulus Media | Westwood One Audio Active Group® blog outlines the major trends:

The proportion of AM/FM radio in-car listening has surged versus the prior year

 

In the four years prior to the pandemic (2016-2019), in-car listening represented 49% of all AM/FM radio listening. During the pandemic years (2020-2022) the in-car share dropped to a low of 41%.

Versus 2022, the proportion of AM/FM radio listening currently occurring in the car grew sharply from 41% to 50%, a nine-point increase, returning to the pre-pandemic norm of 49%.

At home ad-supported listening for all audio remains elevated as working from home persists

 While AM/FM radio has returned to its typical proportion of listening by location, it is a different story for all ad-supported audio.

Comparing the pre-pandemic period of 2016-2019 to 2023, there is an average of six more points of at-home listening, four less points of listening at work, and three less points of in-car shares. While most who commuted prior to pandemic have returned to work, the number of days working from home remains elevated.

AM/FM radio remains the dominant ad-supported audio platform with a 69% overall share and massive 85% in-car share

Key takeaways:

• The proportion of in-car AM/FM radio listening has surged from the prior year to pre-pandemic norms
• For all ad-supported audio, the proportion of at-home listening remains elevated
• Spoken word is on the rise: All forms of non-music content (News, Personalities/Talk, and Sports) increased strongly during the pandemic; Since then, spoken word growth has accelerated
• Podcast shares are up nearly 600% since 2016
• Pandora/Spotify ad-supported music streaming shares are down -31% over the same period
• AM/FM radio streaming’s audience share is now greater than Pandora/Spotify combined
• At a 69% share overall and a massive 85% in-car share, AM/FM radio remains the dominant ad-supported audio platform.