Click here to download a PDF of the slides.

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, the U.S. auto industry has a 51% loyalty rate, meaning 5 in 10 customers returning to the market buy the same brand they own. This is based on an analysis of new vehicle registration data.

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

Hyundai 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 Hyundai drivers during their commute and while they’re running errands. U.S. government studies report most commutes are a solo affair. In-car, Hyundai drivers cannot be reached by social media, online video, or any digital platform.

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

In all locations, Hyundai drivers listen most to AM/FM radio with a massive 64% ad-supported share

Edison examined audience shares among Hyundai drivers to ad-supported audio platforms at home, in the car, at work, and some other place. In all locations, Hyundai drivers devote 64% of all their ad-supported audio time spent to AM/FM radio.

Following AM/FM radio, podcasts have a 22% share among Hyundai drivers across all listening locations. Among Hyundai drivers, music streaming platforms have mid-single digit shares: ad-supported Pandora (6%), ad-supported Spotify (3%), ad-supported Amazon Music (2%), and YouTube Music (1%). Among Hyundai drivers, ad-supported SiriusXM has a 3% share.  

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

While half of U.S. new vehicle purchases come from former owners, the other half 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 Hyundai 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

Key findings:

• According to S&P Global Mobility data, the U.S. auto industry has 51% loyalty rate, meaning 5 in 10 customers returning to the market buy the same brand they own.  It’s crucial for Hyundai Tier 1 and Tier 2 and dealer media plans to reach current Hyundai owners.
• Reach future Hyundai buyers on the medium Hyundai drivers listen to most: AM/FM radio. Hyundai drivers spend an astonishing 81% of all in-car ad-supported audio time spent with AM/FM radio.
• In all locations, Hyundai drivers devote 64% of all their ad-supported audio time spent to AM/FM radio.
• Hyundai 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.