Study: AM/FM Dominates Audio Among Tesla Drivers
| RADIO ONLINE | Tuesday, June 30, 2026 | 11:16am CT |
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 Cumulus Media | Westwood One |
New research from Cumulus Media | Westwood One's Audio Active Group finds AM/FM radio remains the dominant ad-supported audio platform among Tesla drivers, reinforcing radio's value for automakers seeking to retain loyal customers and attract drivers from competing brands.
In this week's blog, Pierre Bouvard cites new first-quarter 2026 data from Edison Research's Share of Ear study showing Tesla owners spend 67% of their in-car ad-supported audio listening time with AM/FM radio. Across all listening locations-including home, work, the car, and elsewhere-AM/FM radio accounts for a 47% share of Tesla drivers' ad-supported audio time, well ahead of podcasts (36%), ad-supported Pandora (8%), SiriusXM (5%), Spotify (3%), and other platforms.
The report notes Tesla's brand loyalty remains among the strongest in the automotive industry. According to S&P Mobility, 61.1% of Tesla owners purchase another Tesla, exceeding Subaru (60.5%), Toyota (59.9%), and the U.S. automotive industry average of 52.7%. As a result, Bouvard argues that media plans aimed at current Tesla owners should prioritize the platforms they use most.
The study also points to AM/FM radio's strength in reaching prospective Tesla buyers. Among all drivers, AM/FM radio commands an 83% share of in-car ad-supported audio listening, making it an effective medium for reaching owners of competitive automotive brands. Across all listening environments, AM/FM radio captures a 64% share of ad-supported audio among drivers of competing brands.
Additional findings from MRI-Simmons Winter 2026 research indicate heavy AM/FM radio listeners are among the most likely consumers to be in the market for a vehicle. AM/FM radio ranks first in purchase intent for trucks, SUVs, and hybrid/electric vehicles, while also posting strong results for new vehicle purchases overall, used vehicles, sedans, and minivans.
Read the entire Westwood One blog post here.
