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To build an auto brand one must target current brand owners as well as those who drive the competition.

BMW consistently ranks as one of the top luxury automotive brands for purchase and brand loyalty, holding a retention rate generally between 52.2% and 54% where over 5 out of ten BMW owners will purchase the brand again when they come into the market.

• J.D. Power: In the most recent 2025 U.S. Automotive Brand Loyalty Study, BMW ranked second among Premium SUV brands with a 54.0% loyalty rate.
• S&P Global Mobility: Tracks BMW’s brand loyalty at 52.2%, while other industry and consumer trackers often place it near 63%.
• Consumer Satisfaction: In consumer surveys assessing whether drivers would buy the exact same vehicle again, BMW sits at the top of the luxury segment thanks to its driver-focused performance and technology

Given BMW’s strong loyalty levels, it’s crucial for BMW media plans to reach current BMW 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 BMW 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, BMW drivers listen most to AM/FM radio with an astonishing 84% audience share

BMW drivers devote a stunning 84% of all their in-car ad-supported audio time spent to AM/FM radio. 

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

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

In all locations, BMW drivers listen most to AM/FM radio with a massive 55% ad-supported share

Edison examined audience shares among BMW drivers to ad-supported audio platforms at home, in the car, at work, and some other place. In all locations, BMW drivers devote 55% of all their ad-supported audio time spent to AM/FM radio.

Following AM/FM radio, podcasts have a 27% share among BMW drivers across all listening locations. Among BMW drivers, music streaming platforms have modest shares: ad-supported Spotify (7%) and ad-supported Pandora (2%). Among BMW drivers, 8% listen to ad-supported SiriusXM.

How can BMW 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 BMW 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:

• BMW’s brand loyalty rate of 52% to 54% means over 5 out of 10 BMW customers returning to the market purchase the BMW brand again. It’s crucial for BMW media plans to reach current BMW owners.
• Reach future BMW buyers on the medium BMW drivers listen to most: AM/FM radio. BMW drivers spend an astonishing 84% of all in-car ad-supported audio time spent with AM/FM radio.
• In all locations, BMW drivers devote 55% of all their ad-supported audio time spent to AM/FM radio.

• BMW 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.