Edison Research’s quarterly “Share of Ear” study is the authoritative examination of time spent with audio in America. Edison surveys 4,000 Americans annually to measure daily reach and time spent with all forms of audio. This week’s Cumulus Media | Westwood One Audio Active Group® blog features an analysis of the Q4 2024 data focused on what advertisers care about – ad-supported audio.
In a typical day, ad-supported digital audio reaches less than a third of America; AM/FM radio reaches two-thirds of America; Combined, ad-supported digital audio and AM/FM radio reach 74% of the U.S. daily
Between ad-supported Spotify and AM/FM radio, most people only listen to AM/FM radio
Between ad-supported Pandora and AM/FM radio, most people only listen to AM/FM radio
The U.S. ad-supported audio clock: Podcasts and AM/FM radio represent nearly 90% of tuning minutes
With a towering in-car share of 86%, AM/FM radio is the primary way to reach consumers on the path to purchase; The proportion of AM/FM radio in-car listening has surged, returning to pre-pandemic norms
Check out today’s blog post at: https://www.westwoodone.com/blog/2025/03/12/edison-researchs-share-of-ear-q4-2024-your-media-plan-has-streaming-music-and-podcasts-can-you-check-the-box-on-audio-not-so-fast-heres-why/.
To hear an 11-minute video of the key findings, visit: https://www.youtube.com/watch?v=pm_Ay43v-XE.