Xperi's DTS AutoStage has rolled out its in-car AM/FM radio audience measurement service to more than 300 U.S. markets, drawing data from approximately 6 million connected vehicles and delivering overnight ratings for the first time in every market.
The expansion, described as AM/FM radio's "big data" moment in a new Cumulus Media | Westwood One Audio Active blog, provides audience samples five to 10 times larger than traditional radio ratings. Broadcasters now gain access to daily listening trends refreshed every 24 hours.
The service offers key advantages over existing methods: in-car listening always involves people present (unlike TV data that can capture empty-room viewing), produces stable audience trends across markets of all sizes, and does not rely on listener recall or wearable devices.
Supporting data from Edison Research's Share of Ear study underscores the importance of in-car measurement. AM/FM radio represents 85% of all ad-supported in-car audio listening. More than 60% of AM/FM listening among adults 13-34 occurs in vehicles, along with 57% among adults 25-54.
Among women, the figures are even higher: 72% for ages 18-34 and about two-thirds for ages 25-54.
To ensure accurate reporting, stations must supply real-time "now playing" metadata from their automation systems. Without it, listening can be significantly underreported. For example, two Townsquare Media stations in Buffalo saw their combined audience share increase dramatically after activating the metadata feed.
DTS AutoStage currently collects data from vehicles of 10 automakers spanning domestic, European, Asian, and electric brands. Even the smallest markets now yield monthly samples exceeding 1,000 vehicles, with sample sizes continuing to grow.
The platform reports audience data for all AM/FM stations regardless of subscription status — unlike Nielsen Audio’s subscriber-only model. A May 2026 Advertiser Perceptions survey found that 78% of agencies and advertisers believe measurement should capture all media behavior irrespective of subscriptions, while 66% said Nielsen’s ratings have grown less reliable since it stopped including non-subscribing stations.