AM/FM Dominates Hyundai Drivers' Audio Habits

RADIO ONLINE | Thursday, May 14, 2026 | 12:07pm CT

Cumulus Media | Westwood One

A new blog post from Cumulus Media | Westwood One's Audio Active Group says AM/FM radio continues to dominate audio listening among Hyundai drivers, both in the car and across all listening environments.

Citing newly released Q1 2026 data from Edison Research's "Share of Ear" study, the report notes that Hyundai drivers spend 81% of their in-car ad-supported audio time with AM/FM radio. The study also found that Hyundai drivers devote 64% of their total ad-supported audio listening across all locations - including home, work, vehicle, and elsewhere - to AM/FM radio.

The findings were highlighted in a blog by Pierre Bouvard, Chief Insights Officer for Cumulus Media | Westwood One Audio Active Group.

The post also references S&P Global Mobility data showing the U.S. auto industry has a 51% brand loyalty rate, meaning about half of consumers purchasing a new vehicle stay with the same brand. According to the report, that makes reaching current Hyundai owners a key priority for Hyundai national, regional, and dealer advertising campaigns.

Edison Research's "Share of Ear" study has tracked American audio consumption for more than a decade, surveying approximately 4,000 Americans annually to measure daily listening habits across audio platforms.

The blog says AM/FM radio also plays a major role in helping Hyundai attract buyers from competing auto brands. Among all drivers, AM/FM radio accounts for 83% of in-car ad-supported audio listening, which the report describes as a critical advantage for reaching consumers during commutes and errands.

Among Hyundai drivers across all listening locations, podcasts ranked second with a 22% share of ad-supported audio time. Ad-supported streaming platforms posted significantly smaller shares, including Pandora at 6%, Spotify at 3%, Amazon Music at 2%, and YouTube Music at 1%. SiriusXM accounted for a 3% share.

The report argues that in-car listening remains especially valuable because drivers are less reachable through visual digital platforms such as social media or online video while commuting.

Read the entire blog post here.