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To build an auto dealer brand, one must target current brand owners and those who drive the competition. Among mass market auto brands, JD Power reports Honda has the second highest loyalty rate of 55%. Among mass market SUV brands, Honda ranks highest for the second consecutive year with a 62% loyalty rate, according to JD Power.

Given these impressive loyalty levels, it’s crucial for Honda Tier 1 and Tier 2 marketing and Honda dealer media plans to reach current Honda owners. Just released data from Edison’s “Share of Ear,” the gold standard audio time use study, reveals the most listened to audio platforms among Honda drivers and competitive brands.

Edison Research’s quarterly “Share of Ear” study is the authoritative examination of time spent with audio in America

Over the last eleven years, Edison Research has surveyed 4,000 Americans annually to measure daily reach and time spent for all forms of audio. These findings are from the just released Q1 2026 report.

“Share of Ear” captures audio use among auto brands’ drivers. Edison asks respondents, “What is the model year and brand of your primary car or truck – that is, the one vehicle you spend the most time driving or riding as a passenger?”

In the car, Honda drivers listen most to AM/FM radio

Honda drivers devote an astonishing 83% of all of their in-car ad-supported audio time spent to AM/FM radio.

AM/FM radio is the exclusive way to reach Honda drivers during their commute and while they’re running errands. U.S. government studies report most commutes are a solo affair. In the car, Honda drivers cannot be reached by social media, online video, or any digital platform while commuting to work.

What are the audio habits of Honda drivers in all locations (home, work, vehicle, and some other place)?

In all locations, Honda drivers listen most to AM/FM radio

Edison examined audience shares among Honda drivers to ad-supported audio platforms at home, in the car, at work, and some other place. In all locations, Honda drivers devote 62% of all their ad-supported audio time spent to AM/FM radio.

Following AM/FM radio, podcasts have a 23% share among Honda drivers across all listening locations. Among Honda drivers, music streaming platforms have single digit shares: ad-supported Pandora (6%), ad-supported Spotify (5%), ad-supported YouTube Music (2%), and ad-supported Amazon Music (0.6%).

How can Honda dealers reach drivers of competitive brands? Via AM/FM radio’s 83% share of in-car ad-supported audio!

While 55% to 62% of Honda purchases come from former owners, the rest of its sales come from competitor owners. With an 83% share of total in-car ad-supported audio, AM/FM radio is the perfect way to reach Honda auto brand competitive drivers.

Among all drivers, AM/FM radio has an eye-popping 83% share of in-car ad-supported audio. When it comes to reaching other brand owners, all roads lead to AM/FM radio!

Here are the in-car ad-supported shares by auto brand drivers:

To reach drivers of competitive brands, AM/FM radio is ideal with its dominant 64% share of ad-supported audio in all locations

Key findings

• Among mass market auto brands, JD Power reports Honda has the second highest loyalty rate of 55%. Among mass market SUV brands, Honda ranks highest for the second consecutive year with a 62% loyalty rate, according to JD Power.
• Honda drivers spend an astonishing 83% of all in-car ad-supported audio time spent with AM/FM radio.
• In all locations, Honda drivers devote 62% of all their ad-supported audio time spent listening with AM/FM radio.
• Among drivers of all auto brands, AM/FM radio has an 83% share of total in-car ad-supported audio.
• In all locations, drivers of all auto brands listen most to AM/FM radio with a 64% share of all ad-supported audio.

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

Contact the Insights team at CorpMarketing@westwoodone.com.