Report: Advertisers Care About Ad-Supported Audio
| RADIO ONLINE | Monday, September 9, 2024 |
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 Cumulus Media and Westwood One |
For the last ten years, Edison Research's quarterly "Share of Ear" study has been 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. The Cumulus Media | Westwood One Audio Active Group analysis of the just released Q2 2024 data focuses on what advertisers care about -- ad-supported audio.
- Since consumer interest in Pandora Radio hit an all-time high in 2008, its audience and profile have significantly collapsed, according to Google Search trends.
- A brand-new Advertiser Perceptions study conducted in August 2024 reveals marketers and media agencies need to "take the me out of media" as they wildly overestimate Spotify and Pandora audiences and dramatically understate AM/FM radio's shares.
- AM/FM radio represents the dominant ad-supported audio platform with a 69% overall share and a massive 86% in-car share.
- Podcast audiences soar. At a 19% share of ad-supported audio, podcasts now represent one out of every five minutes of U.S. ad-supported audio.
- Among registered voters, AM/FM radio leads in ad-supported audience share (69%), followed by podcasts (19%).
