Radio Still Rules, Edison Study Shows Advertisers Off-Base

RADIO ONLINE | Monday, June 2, 2025 | 2:51pm CT

Cumulus Media and Westwood One

A new analysis of U.S. audio consumption from Edison Research's Q1 2025 Share of Ear study reveals a persistent disconnect between advertising industry perceptions and actual listener behavior - with AM/FM radio emerging as the dominant force in ad-supported audio. Cumulus Media | Westwood One Audio Active Group blog outlines key findings.

Despite widespread industry belief that platforms like Spotify and Pandora have overtaken traditional radio, the data tells a different story. According to the study, AM/FM radio commands a 68% share of ad-supported audio among adults 18 and older - more than 2.5 times what advertisers estimate. Conversely, advertisers significantly overvalue Pandora and Spotify, each of which holds only 5% of ad-supported audio share.

"Why do people think that nobody listens to radio anymore?" asked Deloitte's Duncan Stewart. "Because there is a narrative that new media kills old media, so nobody bothers to look at evidence that doesn't fit the narrative."

Among key demographics, including frequent moviegoers and heavy streaming video viewers, AM/FM radio also leads in audio consumption. In the car - still a vital listening environment - AM/FM radio holds a dominant 85% share of ad-supported audio, with podcasts at 7% and Spotify at just 2%.

The report highlights dramatic long-term shifts since 2017. AM/FM streaming now outpaces both Pandora and Spotify in the 25-54 demo. Podcasts have seen explosive growth, increasing their share from 5% to 26% over eight years. The strongest growth in podcast reach is now seen among adults aged 25-54, particularly those over 45.

Spoken word content has also surged since the pandemic, rising from a 29% share of ad-supported listening pre-2020 to 37% today. Growth has been especially strong in personality-driven talk shows, including podcasts, while news and sports remain stable or up slightly.

Read the entire blog post here.