Click here to view a 13-minute video of the key findings.

Click here to download a PDF of the slides.

Because 2026 political spending is projected to reach a record $11.2 billion, mirroring the intensity of a presidential year, costs are already nearly double the standard platform averages in key battleground markets. CPMs will get pricey:

AM/FM radio is a surprising alternative that can generate strong voter reach and impact. An analysis of Edison Research’s recent Q4 2025 “Share of Ear” study reveals the following key findings:

• Among voters, AM/FM radio is the centerpiece of audio: AM/FM radio has a 64% share of ad-supported audio among registered voters.
• AM/FM radio has substantial shares (62% to 65%) among Independents, Republicans, and Democrats.
• Advertiser perception versus reality: Marketers and media agencies significantly underestimate AM/FM radio listening shares and dramatically overestimate Spotify and Pandora audiences.
• Music formats on AM/FM radio attract the dominant share of voter time.
• In-car AM/FM radio listening is a powerful way to reach voters with no access to video and digital platforms.
• You cannot check the box on audio without AM/FM radio: Digital audio only reaches a third of Americans. With AM/FM radio, reach soars to 73%.

Edison’s “Share of Ear” is the long running, gold standard audio time use study

“Share of Ear” is the authoritative and definitive view of how Americans consume audio content. Edison reports share of audio time spent and the percentage of Americans who use each content source in a day.

Each quarter, Edison Research surveys 1000 persons 13+ where respondents keep a 24-hour diary to record audio use. Each released study reflects 4,000 respondents, representing a one-year rolling average. This most recent wave is based on Q1 2025, Q2 2025, Q3 2025, and Q4 2025.

Advertisers and agencies mistakenly perceive that digital audio shares dwarf AM/FM radio

A recent study of 302 marketers and media agencies reveals perceived audience shares of Pandora and Spotify (41%) are thought to tower over AM/FM radio (26%). Perceptions are nowhere near reality.

According to the most recent Q4 2025 “Share of Ear” report from Edison Research, AM/FM radio audience shares are thirteen times larger than Pandora and Spotify! AM/FM’s radio’s actual audience share is 2.4 times greater than advertisers and agencies perceive.

Among registered voters, AM/FM radio is far and away the dominant player in ad-supported audio

Of all tuning minutes to ad-supported audio, AM/FM radio has a whopping 64% share among registered voters, according to Edison’s “Share of Ear” audience report.

AM/FM radio audience shares are consistently strong among Independents, Democrats, and Republicans.

To reach voters on AM/FM radio, look beyond spoken word programming; Music formats have the largest voter audience shares

AM/FM radio reaches consumers in the car when they cannot access digital or any video platform

Consumers in the car are a captive audience. Nearly half of AM/FM radio listening among voter segments occurs in the car.  

With most car commutes a solo affair, it is impossible to reach consumers in the car with any form of video or social media. AM/FM radio generates a massive surge of incremental reach with its in-car audiences.  AM/FM radio dominates in-car ad-supported listening with an 80 share. 

In a typical day, 70% of Americans are not reached by digital audio

Edison’s “Share of Ear” study indicates only 30% of the U.S. are reached by podcasts or music streaming. Twice as many Americans are reached daily by AM/FM radio (58%).

Your audio media plan is not complete without AM/FM radio: AM/FM radio adds massive incremental reach

Edison reveals the combined net reach of Pandora and Spotify only reaches 12% of the total U.S.  Adding in podcasts gets the reach to 33%, still missing two-thirds of America.

Adding AM/FM radio to digital audio causes reach to soar from 33% to a net reach of 73%, an increase of over two times (33% to 73%).

Key findings:

• Among voters, AM/FM radio is the centerpiece of audio: AM/FM radio has a 64% share of ad-supported audio among registered voters.
• AM/FM radio has substantial shares (62% to 65%) among Independents, Republicans, and Democrats.
• Advertiser perception versus reality: Marketers and media agencies significantly underestimate AM/FM radio listening shares and dramatically overestimate Spotify and Pandora audiences.
• Music formats on AM/FM radio attract the dominant share of voter time.
• In-car AM/FM radio listening is a powerful way to reach voters with no access to video and digital platforms.
• You cannot check the box on audio without AM/FM radio: Digital audio only reaches a third of Americans. With AM/FM radio, reach soars to 73%.

Click here to view a 13-minute video of the key findings.

Pierre Bouvard is Chief Insights Officer of the Cumulus Media | Westwood One Audio Active Group^®.

Contact the Insights team at CorpMarketing@westwoodone.com.