AM/FM Radio Dominates Audio Among Nissan Drivers

RADIO ONLINE | Thursday, June 25, 2026 | 11:24am CT

Cumulus Media and Westwood One

AM/FM radio continues to dominate audio listening among Nissan drivers, according to a new Cumulus Media | Westwood One Audio Active Group blog that cites newly released Q1 2026 data from Edison Research's "Share of Ear" study.

The report, authored by Pierre Bouvard, says Nissan owners spend 86% of their in-car ad-supported audio listening time with AM/FM radio, making it the leading platform for reaching current owners and prospective buyers. Across all listening locations -- including home, work, the car and elsewhere -- AM/FM radio accounts for a 70% share of Nissan drivers' ad-supported audio consumption.

The findings come as Nissan enjoys strong customer loyalty, with approximately 40% to 43% of current owners purchasing another Nissan when buying their next new vehicle. The blog notes the automaker also recently earned the highest ranking among mass-market brands in the J.D. Power 2025 U.S. Initial Quality Study, while claiming the top position in the mass-market car segment of the J.D. Power 2024 U.S. Sales Satisfaction Index Study.

The analysis also highlights AM/FM radio's value for conquest marketing. Among drivers of all vehicle brands, AM/FM radio commands an 83% share of in-car ad-supported audio listening, making it the dominant platform for reaching owners of competing brands. Across all listening locations, AM/FM radio holds a 64% share of ad-supported audio among competitive brand drivers.

In addition, MRI-Simmons Winter 2026 data cited in the blog indicates heavy AM/FM radio listeners are more likely than the general population to be in the market for a new vehicle. The research ranks AM/FM radio as the top medium for purchase intent among truck, SUV and hybrid/EV buyers, while also showing above-average purchase intent for used vehicles, four-door sedans and minivans.

The report concludes that AM/FM radio remains the most effective advertising platform for Nissan's national, regional and dealer marketing efforts, both for retaining existing customers and attracting buyers from competing brands.

Read the complete blog post here.