AM/FM Radio Delivers Voter Reach, Study Finds

RADIO ONLINE | Monday, April 6, 2026 | 2:21pm CT

Cumulus Media | Westwood One

A new analysis from the Cumulus Media | Westwood One Audio Active Group blog, based on Edison Research's Q4 2025 "Share of Ear" study, highlights AM/FM radio as a powerful and often underestimated platform for reaching voters during election seasons.

The report shows AM/FM radio accounts for 64% of ad-supported audio listening among registered voters, making it the dominant audio medium across political affiliations. Audience shares remain consistent among Independents, Republicans and Democrats, each ranging between 62% and 65%.

Despite this, marketers and agencies significantly misjudge the audio landscape. A separate study of 302 advertisers found that Spotify and Pandora were perceived to command 41% of audience share, compared to just 26% for AM/FM radio. In reality, the Edison data shows AM/FM radio's audience share is roughly 13 times larger than those streaming platforms and more than double what advertisers estimate.

The findings also emphasize the importance of music formats, which capture the largest share of voter listening on AM/FM radio. In addition, in-car listening plays a critical role, with nearly half of voter radio usage occurring in vehicles-an environment where digital and video platforms have limited reach. AM/FM radio accounts for about an 80 share of ad-supported listening in the car.

Edison's "Share of Ear" study, based on a rolling sample of 4,000 respondents using 24-hour audio diaries, continues to serve as a benchmark for measuring how Americans consume audio. The latest results reflect listening behavior across all four quarters of 2025.

The study also underscores the limitations of digital audio alone. Podcasts and streaming services reach about 30% of Americans daily, compared to 58% for AM/FM radio. Combined, Pandora and Spotify reach just 12% of the population, increasing to 33% when podcasts are included.

However, when AM/FM radio is added to digital audio strategies, total reach jumps significantly-from 33% to 73%-demonstrating its value in expanding audience coverage.

The report concludes that political advertisers cannot rely solely on digital platforms if they aim to maximize voter reach, positioning AM/FM radio as a critical component of any comprehensive audio media plan.

Read the entire article here.