Edison Research’s quarterly “Share of Ear” study is the authoritative examination of time spent with audio in America. Edison surveys 4,000 Americans annually to measure daily reach and time spent with all forms of audio. This analysis focuses on what advertisers care about – ad-supported audio.
From the Cumulus Media | Westwood One Audio Active Group® analysis report of Edison Research’s “Share of Ear,” here are five key findings from the Q4 2024 “Share of Ear” study:
- In a typical day, ad-supported digital audio reaches less than a third of America; AM/FM radio reaches two-thirds of America; Combined, ad-supported digital audio and AM/FM radio reach 74% of the U.S. daily
- Between ad-supported Spotify and AM/FM radio, most people only listen to AM/FM radio
- Between ad-supported Pandora and AM/FM radio, most people only listen to AM/FM radio
- The U.S. ad-supported audio clock: Podcasts and AM/FM radio represent nearly 90% of tuning minutes
- With a towering in-car share of 86%, AM/FM radio is the primary way to reach consumers on the path to purchase; The proportion of AM/FM radio in-car listening has surged, returning to pre-pandemic norms
In a typical day, digital audio reaches a third of Americans; AM/FM radio reaches two-thirds of America
A media plan of music streaming and podcasts will miss two-thirds of Americans. As the visual reveals below, the net reach of ad-supported Spotify, Pandora, and podcasts combined reaches less than one-third of the U.S. (29%). Versus, digital audio, AM/FM radio reach is double (61%).
The addition of AM/FM radio to digital audio causes reach to soar to 74% of the U.S.
The graph below reveals the daily net reach accumulation of ad-supported audio platforms. Ad-supported Spotify reaches just 6% of the U.S. each day. Combined, ad-supported Spotify and ad-supported Pandora reach only 12% of the U.S.
The addition of podcast audiences grows daily reach to 29%. The addition of AM/FM radio grows daily reach to a stunning 74%. An audio media plan can achieve true scale with the inclusion of AM/FM radio.
An audio investment that does not include AM/FM radio misses a large portion of audience: 61% only listen to AM/FM radio
Examining the combined audience of digital audio (ad-supported Spotify, ad-supported Pandora, and podcasts) and AM/FM radio reveals in a typical day:
- 18% only listen to digital audio and not AM/FM radio
- 22% listen both to digital audio and AM/FM radio
- 61% listen only to AM/FM radio and not digital audio
The U.S. ad-supported audio clock: Podcasts and AM/FM radio represent the most tuning minutes
What happens in an hour of U.S. ad-supported audio? The clock below portrays minutes spent in an hour of ad-supported audio. The clock was determined by multiplying “Share of Ear” ad-supported audience shares by 60 minutes.
- AM/FM radio represents 41.2 minutes of listening
- Podcasts are 11.1 minutes of listening
- Ad-supported Spotify is 3 minutes
- Ad-supported SiriusXM is 2.8 minutes
- Ad-supported Pandora is 1.9 minutes
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