Study: AM/FM Dominates Honda Drivers' Audio Time

RADIO ONLINE | Wednesday, April 22, 2026 | 11:21am CT

Cumulus Media | Westwood One

A new blog post from the Cumulus Media | Westwood One Audio Active Group highlights how artificial intelligence can assist local advertisers in media planning, while also pointing to new data showing the continued dominance of AM/FM radio among auto buyers.

The report, citing findings from Edison Research's "Share of Ear" study, examines audio consumption habits among Honda drivers and other vehicle owners. The quarterly study, based on surveys of 4,000 Americans annually, tracks daily audio usage across platforms and locations.

According to the Q1 2026 data, Honda drivers devote 83% of their in-car ad-supported audio time to AM/FM radio, underscoring radio's continued strength during commutes and errands. The study notes that in-car listening remains largely insulated from digital media competition, as drivers are less likely to engage with social media or video platforms while on the road.

Across all environments -- including home, work and in-car -- AM/FM radio also leads, accounting for 62% of Honda drivers' total ad-supported audio time. Podcasts rank second with a 23% share, while ad-supported streaming platforms such as Pandora, Spotify, YouTube Music and Amazon Music each capture single-digit shares.

The findings also highlight radio's reach among competitive auto brand drivers. Among all drivers, AM/FM radio commands an 83% share of in-car ad-supported audio and a 64% share across all listening locations, making it a key channel for reaching both loyal Honda owners and potential buyers from competing brands.

The analysis points to strong brand loyalty for Honda as well, citing data from J.D. Power showing loyalty rates of 55% among mass market vehicles and 62% among SUVs.

The blog emphasizes that while AI tools are becoming increasingly important for advertisers, understanding real-world media consumption -- particularly radio's reach in the car -- remains essential for effective campaign planning.

Read the entire blog post here.