Study: AM/FM Radio Dominates Chevy Driver Listening

RADIO ONLINE | Wednesday, April 29, 2026 | 3:12pm CT

Cumulus Media | Westwood One

A new analysis from Cumulus Media | Westwood One Audio Active Group highlights the continued dominance of AM/FM radio among Chevrolet drivers, based on newly released data from Edison Research's "Share of Ear" study.

The report finds Chevrolet drivers spend 90% of their in-car ad-supported audio time listening to AM/FM radio, underscoring the medium's importance for reaching consumers during commutes and daily travel.

Across all listening environments -- including home, work, and in-car -- AM/FM radio accounts for a 72% share of ad-supported audio among Chevy drivers, compared to a 64% share for the U.S. average. Podcasts follow with an 11% share, while ad-supported streaming platforms such as Pandora, Spotify, and YouTube Music each post single-digit shares.

The findings also point to radio's role in reaching drivers of competing brands. AM/FM radio holds an 83% share of in-car ad-supported audio across all drivers, making it a key platform for automotive marketers looking to influence purchase decisions.

According to the report, Chevrolet ranks ninth out of 39 brands in loyalty at 46%, while parent company General Motors leads in multi-brand loyalty at 68%, citing data from Reynolds and Reynolds and S&P Mobility.

The blog post, authored by Westwood One Chief Insights Officer Pierre Bouvard, emphasizes that reaching both current owners and competitive drivers remains essential for dealership and brand growth, with AM/FM radio positioned as a primary channel for those efforts.

Read the entire blog post here.