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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. Jeep boasts a strong, cult-like following with a high “brand intimacy” score (often ranking #2 among automotive brands in emotional connection studies). Jeep’s brand loyalty rate of around 43%-51% means 4 to 5 of 10 Jeep customers returning to the market purchase the Jeep brand again.

Given these loyalty levels, it’s crucial for Jeep Tier 1 and Tier 2 and dealer media plans to reach current Jeep 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 Jeep 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, Jeep drivers listen most to AM/FM radio with an astounding 89% audience share

Jeep drivers devote an astonishing 89% of all their in-car ad-supported audio time spent to AM/FM radio.

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

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

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

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

Following AM/FM radio, podcasts have a 15% share among Jeep drivers across all listening locations. Among Jeep drivers, music streaming platforms have modest shares: ad-supported Spotify (10%), ad-supported Pandora (6%), and ad-supported YouTube Music (2%). Among Jeep drivers, ad-supported SiriusXM has a 4% share.  

How can Jeep 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 Jeep 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:

• Jeep boasts a strong, cult-like following with a high “brand intimacy” score (often ranking #2 among automotive brands in emotional connection studies). Jeep’s brand loyalty rate of around 43%-51% means 4 to 5 of 10 Jeep customers returning to the market purchase the Jeep brand again. It’s crucial for Jeep Tier 1 and Tier 2 and dealer media plans to reach current Jeep owners.
• Reach future Jeep buyers on the medium Jeep drivers listen to most: AM/FM radio. Jeep drivers spend an astonishing 89% of all in-car ad-supported audio time spent with AM/FM radio.
• In all locations, Jeep drivers devote 64% of all their ad-supported audio time spent to AM/FM radio.
• Jeep 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.