AM/FM Radio Dominates Ford Driver Audio Use

RADIO ONLINE | Wednesday, May 6, 2026 | 3:35pm CT

Cumulus Media and Westwood One

AM/FM radio continues to dominate in-car audio consumption among Ford drivers, according to new data highlighted in a blog post from Cumulus Media's Westwood One Audio Active Group.

Citing Q1 2026 findings from Edison Research's Share of Ear study, the report shows Ford drivers devote 81% of their in-car ad-supported audio time to AM/FM radio, far outpacing all other platforms. The study measures listening across all audio sources, including streaming, podcasts and satellite radio.

The data also indicates that AM/FM radio maintains the largest share of listening among Ford drivers across all environments -- home, work and in-car -- accounting for 67% of total ad-supported audio usage. That figure is five percentage points higher than the U.S. average.

Podcasts rank a distant second among Ford drivers with a 19% share, while ad-supported streaming platforms such as Pandora and Spotify capture only mid-single digit shares. SiriusXM and YouTube Music each account for smaller portions of listening.

The findings underscore radio's role not only in reaching current Ford owners but also in targeting drivers of competing brands. Among all drivers, AM/FM radio commands an 83% share of in-car ad-supported audio, making it a key channel for automotive marketers seeking to influence purchase decisions.

The blog also points to strong brand loyalty for Ford, citing data from S&P Global Mobility showing a 59% loyalty rate, with truck loyalty reaching 67% in the latest J.D. Power study.

Pierre Bouvard, Chief Insights Officer of the Westwood One Audio Active Group, authored the report, emphasizing the importance of aligning media strategies with consumer listening habits.

Read the entire blog post here.