New York, NY – August 5, 2019: CUMULUS MEDIA’s Westwood One, America’s largest audio network, is releasing the results of a new analysis of Edison Research’s recent quarterly release of the “Share of Ear” report highlighting the audio habits of American registered voters.
The findings represent the first time political data from Edison Research’s “Share of Ear” has been analyzed for public release. With a media landscape constantly evolving and massive budgets to be deployed in the next political season, the data showcases AM/FM radio’s influence as a reliable and powerful means of targeting important voter segments.
“To build name recognition, candidate perception, affinity, and voting intent, campaigns have to reach as many voters as possible. According to this new analysis, AM/FM radio has massive and powerful ad-supported audience shares among registered voters and key voter segments,” Suzanne Grimes, EVP, Marketing, CUMULUS MEDIA and President, Westwood One.
Highlights from the analysis include:
- Among registered voters, 80% of all daily time spent with ad-supported audio goes to AM/FM radio.
- AM/FM radio is the leading audio medium to target American voters: Among registered voters, AM/FM radio’s share of audio time spent (80%) is 11 times larger than ad-supported Pandora (7%), 20 times larger than ad-supported Spotify (4%), and 27 times larger than ad-supported SiriusXM (3%).
- AM/FM radio wins in massive shares among Independents, Republicans, and Democrats: AM/FM radio has the highest share of ad-supported audio time spent among all three major political affiliations: Independents (79%), Republicans (82%), and Democrats (78%). AM/FM radio’s share of audio time spent is massively larger than the ad-supported platforms of Pandora, Spotify, and SiriusXM.
About Edison Research “Share of Ear” Study
“Share of Ear” is the authoritative and definitive view of how Americans consume audio content. Edison reports share of audio time spent and percentage of Americans who use each type of content. Each quarter, Edison Research conducts a national study of 1000 Americans ages 13+ to measure the reach and time spent listening to audio sources. Respondents complete a 24-hour diary of their audio listening on an assigned day. Diaries were completed both online and by-mail using a paper diary. Diaries were completed in both English and Spanish. Each report consists of 4000 respondents representing the prior year worth of surveys. This wave is based on persons from Q3 2018, Q4 2018, Q1 2019 and Q2 2019. Edison is a leading provider of AM/FM radio research, with more than 20 years’ experience. Edison originated the long running Infinite Dial study, which covers consumer adoption of new media platforms. Edison also conducts exit polling for all national elections for America’s television networks.
About Westwood One
Westwood One, the national-facing arm of CUMULUS MEDIA, offers iconic, nationally syndicated sports, news and entertainment content to over 250 million monthly listeners across an audio network of 8,000 affiliated broadcast radio stations and media partners. Westwood One is the largest audio network in America, home to premium content that defines the culture, including the NFL, the NCAA, the Masters, the Olympics, Westwood One Backstage, the GRAMMYs, the Academy of Country Music Awards, the Billboard Music Awards and the American Music Awards. The rapidly growing Westwood One Podcast Network delivers popular network and industry personalities and programs. Westwood One connects listeners with their passions through programs and platforms that have everyone listening. For more information please visit www.westwoodone.com.
Jana Polsky | Westwood One | firstname.lastname@example.org | (212) 641-2101