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. 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.

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.

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.

A major outdoor advertiser was upset. All the billboard inventory they desired at key highway locations was sold out. AM/FM radio to the rescue. The advertiser moved their sizable outdoor budget to AM/FM radio including Quu AM/FM radio in-dash visual ad units.

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, Ford has a 59% loyalty rate, meaning nearly 6 in 10 customers returning to the market bought another Ford. Ford's truck loyalty is even higher, with the 2025 J.D. Power U.S. Automotive Brand Loyalty Study ranking it highest for the fourth consecutive year at 67%.

To build an auto brand and dealership, one must target current brand owners as well as those who drive the competition. Reynolds and Reynolds reports Chevrolet ranks 9th of 39 brands with a loyalty rate of 46%. A recent study by S&P Mobility reveals General Motors is number one for multi-brand loyalty with an outstanding 68%.  

To build an auto dealer brand, one must target current brand owners and those who drive the competition. Among mass market auto brands, JD Power reports Honda has the second highest loyalty rate of 55%. Among mass market SUV brands, Honda ranks highest for the second consecutive year with a 62% loyalty rate, according to JD Power.

For the third year, the Cumulus Media | Westwood One Audio Active Group® conducted a special auto brand analysis of Edison’s “Share of Ear,” the long running audio tracking study.

For the second year, the Cumulus Media | Westwood One Audio Active Group® conducted a special auto brand analysis of Edison’s “Share of Ear,” the long running audio tracking study.

Edison Research’s quarterly “Share of Ear” study is the authoritative examination of time spent with audio in America. Edison Research surveys 4,000 Americans annually to measure daily reach and time spent for all forms of audio. “Share of Ear” can report audio time use among auto brands’ drivers. Since the inception of the study in 2014, Edison has asked, "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?”