Why Is Your Audio Media Plan Incomplete Without AM/FM Radio? Massive Incremental Reach And Exclusive In-Car Listening
Click here to view an 14-minute video of the key findings.
Marketers and media agencies increasingly think a reasonable audio buy consists of only streaming music and podcasts. A study recently conducted by Advertiser Perceptions and an analysis of Edison’s “Share of Ear” reveals a media plan without AM/FM radio will miss most of America.
Key findings:
- Advertiser perception versus reality: Marketers and media agencies significantly underestimate AM/FM radio listening shares and dramatically overestimate Spotify and Pandora audiences
- AM/FM radio is the centerpiece of audio: AM/FM radio has a 63% share of ad-supported audio
- When it comes to Pandora, Spotify and AM/FM radio, 90% of Americans only listen to AM/FM radio: Duplication between AM/FM radio and the Pandora, Spotify, and podcast audiences shows the majority of the U.S. only listen to AM/FM radio
- You cannot check the box on audio without AM/FM radio: In a typical day, only a third of America listens to digital audio; Adding AM/FM radio, reach soars to 73%
- AM/FM radio has a massive and exclusive on-the-go audience: The majority of AM/FM radio listening takes place out of home, close to the point of purchase; Most digital audio listening occurs at home
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.
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 63% share, according to Edison’s “Share of Ear” report.
AM/FM radio audience shares are consistently strong among men and women 25-54 as well as among African Americans and Hispanics.
Audio platform duplication: Most people only listen to AM/FM radio and never listen to Spotify, Pandora, or podcasts
Edison’s “Share of Ear” reveals there is very little daily reach overlap between AM/FM radio and Spotify. Edison reports:
- Only 5% of Americans listen only to Spotify in a day and not AM/FM radio
- 6% of Americans listen both to AM/FM radio and Spotify in a typical day
- Lastly, 89% of Americans only listen to AM/FM radio and never listen to Spotify
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%).
Reach accumulation: AM/FM radio adds massive incremental reach
Edison reveals the combined net reach of Pandora and Spotify is only 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 73% net reach, an increase of over two times (33% to 73%).
Location of listening
At home is where most digital audio time spent occurs. In the car is where AM/FM radio excels.
Around 60% of tuning to podcasts and ad-supported music streaming platforms occurs at home.
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. 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.
Over the last decade, the proportion of AM/FM radio listening occurring in the car has surged +25%. In 2015, 42% of time spent with AM/FM radio occurred in-car. Flash forward eleven years and we find 53% of AM/FM radio time spent is now occurring in-car.
The younger the demographic, the greater the proportion of AM/FM radio listening occurring in the car
63% of 18-34 over-the-air AM/FM radio listening occurs in-car. 57% of persons 25-54 AM/FM radio listening occurs in-car.
With a whopping 83% share of in-car ad-supported audio listening, AM/FM radio is the “queen of the road”
Need to reach Americans on the path to purchase? Look no further than AM/FM radio!
Across every major demographic, AM/FM radio has dominant shares of ad-supported audio in the car
Even among 18-34s, AM/FM radio’s 77 share towers over all others.
Why should AM/FM radio be the cornerstone of your audio media plan? Massive incremental reach and the exclusive, captive in-car audience!
Key findings:
- Advertiser perception versus reality: Marketers and media agencies significantly underestimate AM/FM radio listening shares and dramatically overestimate Spotify and Pandora audiences
- AM/FM radio is the centerpiece of audio: AM/FM radio has a 63% share of ad-supported audio
- When it comes to Pandora, Spotify and AM/FM radio, 90% of Americans only listen to AM/FM radio: Duplication between AM/FM radio and the Pandora, Spotify, and podcast audiences shows the majority of the U.S. only listen to AM/FM radio
- You cannot check the box on audio without AM/FM radio: In a typical day, only a third of America listens to digital audio; Adding AM/FM radio, reach soars to 73%
- AM/FM radio has a massive and exclusive on-the-go audience: The majority of AM/FM radio listening takes place out of home, close to the point of purchase; Most digital audio listening occurs at home
Click here to view an 14-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.