NuVoodoo Study Reveals Radio Still Dominates In-Car

RADIO ONLINE | Monday, July 7, 2025 | 6:43pm CT

NuVoodoo Media Services

As fall ratings approach, NuVoodoo Media Services has released findings from its latest Ratings Prospects Study, revealing that while streaming platforms like Spotify continue to gain ground, traditional AM/FM radio still commands a leading position in the car.

The study, which surveyed 2,000 adults aged 18-64 nationwide just ahead of the July 4th holiday weekend, focused on in-car audio habits. Of the approximately 1,800 respondents who regularly travel by car, 32% said they most often use streaming apps like Spotify. However, when asked what they most recently listened to while on the road, Spotify's share dropped to 26%, while AM/FM radio rose to 43%.

"The data shows a perception gap," said NuVoodoo EVP Leigh Jacobs. "People believe they're shifting toward streaming, but when asked about their actual behavior, radio still wins the moment."

That gap is even more pronounced among the respondents identified as "RPS Yes" - those most likely to participate in radio ratings surveys. This group was seven percentage points more likely to say radio was their most recent in-car listening source, suggesting that those shaping the medium's report card still lean heavily on traditional broadcasts.

While AM/FM no longer dominates in-vehicle listening as it once did - especially among younger adults aged 18-34 - it remains part of the audio mix for 64% of all listeners. That's a 21-point advantage over streaming apps, according to NuVoodoo.

Still, listeners voiced consistent complaints about radio. In open-ended responses, the top three frustrations included:

• Too Many Commercials: Respondents overwhelmingly cited advertising overload as the biggest drawback, complaining about "constant commercials" that "interrupt the music" and "don't apply to me."

• Repetitive Playlists: Listeners reported fatigue with hearing the same songs repeatedly and expressed a desire for more variety.

• Excessive Talking: Many wished for "less talk and more music," pointing to long-winded hosts or segments that "don't stop talking" or miss the mark on humor.

The study underscores the challenges and opportunities facing radio as it competes with customizable, on-demand audio options. While the convenience of radio still resonates - particularly in the car - content control and interruption fatigue remain key friction points for listeners.

"Radio's still very much in the game," said Jacobs. "But programmers heading into the fall ratings will need to listen closely to what audiences want - less clutter, more choice, and above all, content that keeps them engaged."