Edison Research’s ‘Share of Ear’ study, a recent and insightful resource for media buyers, underscores the unique benefits of AM/FM radio in audio media buys. Pierre Bouvard, Chief Insights Officer of Cumulus Media/Westwood One Audio Active Group, points out that more than streaming music and podcasts for audio advertising is required to reach a broad audience.

Edison’s “Share of Ear” is the authoritative study on American audio consumption habits. Nielsen is currently promoting Edison Research’s audio planning tools to agencies and advertisers, focusing on offering subscriptions to both “Share of Ear” and “Edison Podcast Metrics” to marketers and their media agencies.

The study, which collected data from 4,000 Americans age 13 and older, highlighted the extensive reach of AM/FM radio, with 63% daily reach compared to digital audio’s 31%, including podcasts and ad-supported platforms like Spotify and Pandora. When AM/FM radio is added to the mix, the reach expands to 75% of Americans in a typical day.

For the past decade, the in-car share of ad-supported audio through AM/FM radio has consistently remained within the mid-80% range, showcasing its sustained relevance and influence in reaching consumers on the go.

Audience duplication analysis revealed that 59% of Americans only listen to AM/FM radio, 28% Americans listen both digital audio and AM/FM radio and 13% only listen to digital radio.

 

Furthermore, when examining the typical hour of audio use, AM/FM radio emerges as a dominant platform, accounting for most listening time overall, particularly in the car. This underscores the importance of AM/FM radio as the primary platform for reaching consumers, especially those engaged in shopping and other commercial activities.

Nielsen has recently launched “The Record,” an online visualization tool aimed at promoting awareness and engagement with Edison’s “Share of Ear.” This tool provides insights into ad-supported audio listening patterns in the United States based on the Q1 2024 Edison “Share of Ear” study, allowing users to select specific demographics such as persons 18+, 18-34, 25–54, and 35+.

 

AM/FM radio continues to dominate in-car audio consumption, capturing a significant 86% share, making it the primary channel for engaging consumers during their path to purchase.

The study’s findings make a compelling case for including AM/FM radio in media plans, as it provides extensive reach and complements and enhances the effectiveness of digital audio advertising efforts. In conclusion, the “Share of Ear” data strongly suggests that media buyers should prioritise AM/FM radio in their audio media buying strategies to effectively connect with a diverse and engaged audience.

Learn more about this on the Cumulus Media/Westwood One Audio Active Group blog.

Source: Edison Research’s Q1 2024 “Share of Ear”