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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 U.S. News, Kia’s 54.1% loyalty rate made it one of the most highly retained brands in the industry, ranking just behind Subaru (55.4%) and Honda (54.6%). Kia’s brand loyalty rate of 54% means 5 of 10 Kia customers returning to the market purchase the Kia brand again.

JD Power reports a major driver for Kia’s retention has been its consistent high standing in quality metrics. In the 2025 J.D. Power Initial Quality Study, Kia scored 181 problems per 100 vehicles, comfortably outperforming the mainstream industry average.

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

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

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

In all locations, Kia drivers listen most to AM/FM radio with a massive 68% ad-supported share

Edison examined audience shares among Kia drivers to ad-supported audio platforms at home, in the car, at work, and some other place. In all locations, Kia drivers devote 68% of all their ad-supported audio time spent to AM/FM radio.

Following AM/FM radio, podcasts have a 23% share among Kia drivers across all listening locations. Among Kia drivers, music streaming platforms have modest shares: ad-supported Spotify (2%), ad-supported Pandora (3%), and ad-supported YouTube Music (2%). Among Kia drivers, ad-supported SiriusXM has a 3% share.  

How can Kia 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 Kia 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

MRI-Simmons: AM/FM radio leads most media in auto purchase intention across a wide array of vehicle types

According to the MRI-Simmons Winter 2026 auto purchase intention data, heavy AM/FM radio listeners lead most other media in being “very likely” to be in the market for a variety of vehicle types over the next year.

• AM/FM radio listeners are 6% more likely than the U.S. average to be “very likely” to make a new auto purchase in the next year. AM/FM radio is tied for second among six media.
• AM/FM radio is the number one media in purchase intention for trucks, SUVs, and hybrids/EVs. In all cases, AM/FM radio listeners are much more likely to be in market compared to the general population.
• When it comes to a used/pre-owned purchase, AM/FM ranks second in behind social media. AM/FM radio listeners are 10% more likely than the average to be in market for a used/pre-owned vehicle.
• AM/FM radio listeners are 15% morel Ilkley to purchase a new four-door sedan in the next year. AM/FM radio ranks second in purchase intent right behind the heavy social media audience.
• AM/FM radio listeners are 15% more likely to be in market for minivans versus the general population.

Key findings:

• Kia’s brand loyalty rate of around 54% means 5 of 10 Kia customers returning to the market purchase the Kia brand again. It’s crucial for Kia Tier 1 and Tier 2 and dealer media plans to reach current Kia owners.
• Reach future Kia buyers on the medium Kia drivers listen to most: AM/FM radio. Kia drivers spend an astonishing 89% of all in-car ad-supported audio time spent with AM/FM radio.
• In all locations, Kia drivers devote 68% of all their ad-supported audio time spent to AM/FM radio.
• Kia can conquest drivers from competitive brands with AM/FM radio, which has an 83% share of all in-car ad-supported audio.
• MRI-Simmons: AM/FM radio leads most media in auto purchase intention across a wide array of vehicle types.

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

Contact the Insights team at CorpMarketing@westwoodone.com.