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To build an auto brand and dealership, one must target current brand owners as well as those who drive the competition. Reynolds and Reynolds reports Chevrolet ranks 9^th of 39 brands with a loyalty rate of 46%. A recent study by S&P Mobility reveals General Motors is number one for multi-brand loyalty with an outstanding 68%.  

Given these impressive loyalty levels, it’s crucial for Chevrolet Tier 1 and Tier 2 marketing and dealer media plans to reach current Chevy 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 Chevrolet 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, Chevrolet drivers listen most to AM/FM radio

Chevrolet drivers devote an astonishing 90% of all their in-car ad-supported audio time spent to AM/FM radio.

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

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

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

Edison examined audience shares among Chevrolet drivers to ad-supported audio platforms at home, in the car, at work, and some other place. In all locations, Chevrolet drivers devote 72% of all their ad-supported audio time spent to AM/FM radio.

Following AM/FM radio, podcasts have an 11% share among Chevrolet drivers across all listening locations. Among Chevrolet drivers, music streaming platforms have single digit shares: ad-supported Pandora (9%), ad-supported Spotify (5%), and ad-supported YouTube Music (1%). Among Chevy drivers, ad-supported SiriusXM has a 2% share.  

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

While 46% of Chevrolet 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 and conquest Chevrolet 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 conquest drivers of competitive brands, AM/FM radio is ideal with its dominant 64% share of ad-supported audio in all locations

When Chevrolet drivers “see the U.S.A. in their Chevrolet,” AM/FM radio has a +13% larger share versus the U.S. average

AM/FM radio share among Chevy drivers is much larger than the U.S. average. In all locations, AM/FM radio has a 64% share of ad-supported audio. Among Chevy drivers, AM/FM radio has an impressive 72% share of ad-supported audio, +13% larger than the U.S. average.

Key findings:

• Reynolds and Reynolds reports Chevrolet ranks 9^th of 39 brands with a loyalty rate of 46%. S&P Mobility reveals General Motors is number one for multi-brand loyalty with an outstanding 68%. 
• Reach future Chevrolet buyers on the medium Chevy drivers listen to most: AM/FM radio; Chevrolet drivers spend an astonishing 90% of all in-car ad-supported audio time spent with AM/FM radio.
• Chevy drivers’ AM/FM radio share is +13% larger than the U.S. average. In all locations, AM/FM radio has a 64% share of ad-supported audio. Among Chevy drivers, AM/FM radio has an impressive 72% share of ad-supported audio in all locations.
• Chevrolet can conquest drivers from competitive brands with AM/FM radio, which has an 83% share of all in-car ad-supported audio.

Download the slides:

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

Contact the Insights team at CorpMarketing@westwoodone.com.