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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. According to S&P Global Mobility data, Ford has a 59% loyalty rate, meaning nearly 6 in 10 customers returning to the market bought another Ford. Ford’s truck loyalty is even higher, with the 2025 J.D. Power U.S. Automotive Brand Loyalty Study ranking it highest for the fourth consecutive year at 67%.

Given these impressive loyalty levels, it’s crucial for Ford Tier 1 and Tier 2 marketing and dealer media plans to reach current Ford 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 Ford 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, Ford drivers listen most to AM/FM radio with an 81% audience share

Ford drivers devote an astonishing 81% of all their in-car ad-supported audio time spent to AM/FM radio.

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

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

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

Edison examined audience shares among Ford drivers to ad-supported audio platforms at home, in the car, at work, and some other place. In all locations, Ford drivers devote 67% of all their ad-supported audio time spent to AM/FM radio.

Following AM/FM radio, podcasts have a 19% share among Ford drivers across all listening locations. Among Ford drivers, music streaming platforms have mid-single digit shares: ad-supported Pandora (5%), ad-supported Spotify (4%), and ad-supported YouTube Music (1%). Among Ford drivers, ad-supported SiriusXM has a 4% share.  

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

While 59% of Ford 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 Ford 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

Among Ford drivers, AM/FM radio has a +5% larger share versus the U.S. average

AM/FM radio’s share among Ford drivers is larger than the U.S. average. In all locations, AM/FM radio has a 64% share of ad-supported audio. Among Ford drivers, AM/FM radio has an impressive 67% share of ad-supported audio, +5% larger than the U.S. average.

Key findings:

• According to S&P Global Mobility data Ford has a 59% loyalty rate, meaning nearly 6 in 10 customers returning to the market bought another Ford. Ford’s truck loyalty is even higher, with the 2025 J.D. Power U.S. Automotive Brand Loyalty Study ranking it highest for the fourth consecutive year at 67%.
• Reach future Ford buyers on the medium Ford drivers listen to most: AM/FM radio; Ford drivers spend an astonishing 81% of all in-car ad-supported audio time spent with AM/FM radio.
• Ford drivers’ AM/FM radio share is +5% larger than the U.S. average. In all locations, AM/FM radio has a 64% share of ad-supported audio. Among Ford drivers, AM/FM radio has an impressive 67% share of ad-supported audio in all locations.
• Ford 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.