Click here to view a 12-minute video of the key findings.

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 customer satisfaction studies, the General Motors brand has significant customer loyalty.

According to data from S&P Global Mobility, approximately 68% of current General Motors owners purchase or lease another new GM vehicle when they come in market. General Motors won S&P Global Mobility’s Overall Loyalty to Manufacturer award for the 11th consecutive year, while the redesigned Chevrolet Equinox captured the top model loyalty honor.

This metric (measured as “Overall Loyalty to Manufacturer”) means that if a current owner trades in a Chevy, GMC, Cadillac, or Buick, they choose to stay within the wider GM family rather than migrating to a competitor. The overarching automotive industry average hovers around 50%, putting GM’s retention rate well above the national standard.

Given GM’s strong loyalty levels, it’s crucial for General Motors Tier 1 and Tier 2 and dealer media plans to reach current General Motors 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 General Motors 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, General Motors drivers listen most to AM/FM radio with an astonishing 90% audience share

General Motors drivers devote a stunning 90% of all their in-car ad-supported audio time spent to AM/FM radio. 

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

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

In all locations, General Motors drivers listen most to AM/FM radio with a massive 71% ad-supported share

Edison examined audience shares among General Motors drivers to ad-supported audio platforms at home, in the car, at work, and some other place. In all locations, General Motors drivers devote 71% of all their ad-supported audio time spent to AM/FM radio.

Following AM/FM radio, podcasts have a 13% share among General Motors drivers across all listening locations. Among General Motors drivers, music streaming platforms have modest shares: ad-supported Pandora (8%), ad-supported Spotify (5%), and ad-supported YouTube Music (1%). Among General Motors drivers, ad-supported SiriusXM has a 3% share.  

How can General Motors 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 General Motors 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% more likely 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 17% more likely to be in the market for mini-vans versus the general population.

Key findings:

• General Motors’s brand loyalty rate of 68% means nearly 7 out of 10 General Motors customers returning to the market purchase the General Motors brands again. It’s crucial for General Motors Tier 1 and Tier 2 and dealer media plans to reach current GM owners.
• Reach future General Motors buyers on the medium GM drivers listen to most: AM/FM radio. General Motors drivers spend an astonishing 90% of all in-car ad-supported audio time spent with AM/FM radio.
• In all locations, General Motors drivers devote 71% of all their ad-supported audio time spent to AM/FM radio.

• General Motors 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.

Click here to view a 12-minute video of the key findings.

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.