DTS AutoStage Expands Daily In-Car Radio Ratings

RADIO ONLINE | Monday, July 20, 2026 | 2:14pm CT

Cumulus Media | Westwood One

Xperi's DTS AutoStage has expanded its in-car AM/FM radio measurement service to more than 300 U.S. markets, providing audience data from approximately 6 million connected vehicles and, for the first time, overnight ratings across every market.

The latest findings are highlighted in a new Cumulus Media | Westwood One Audio Active blog, which describes the development as AM/FM radio's "big data" moment. According to the report, DTS AutoStage now delivers audience samples that are five to 10 times larger than current radio ratings samples, giving broadcasters access to daily listening trends refreshed every 24 hours.

Unlike television viewing data, which can include viewing in empty rooms, the report notes that in-car radio listening always occurs with people present. It also says the larger sample sizes produce more stable audience trends across markets of all sizes without relying on listener recall or wearable measurement devices.

The blog cites Edison Research's Share of Ear study, which shows AM/FM radio accounts for 85% of all ad-supported in-car audio listening. More than 60% of all AM/FM listening among adults 13-34 takes place in vehicles, while in-car listening represents 57% of listening among adults 25-54. The report also notes that 72% of AM/FM listening among women 18-34 and about two-thirds of listening among women 25-54 occurs in the car.

The blog emphasizes that stations must provide DTS AutoStage with real-time "now playing" metadata from their automation systems to ensure accurate audience reporting. Without that data feed, stations may significantly underreport their listening. As an example, two Townsquare Media stations in Buffalo reportedly saw their combined share increase dramatically after enabling the metadata feed.

DTS AutoStage currently measures listening from vehicles manufactured by 10 automakers, representing domestic, European, Asian and electric vehicle brands. Even the smallest markets now include monthly samples of more than 1,000 vehicles, with sample sizes continuing to grow.

The report also highlights that DTS AutoStage reports audience data for all AM/FM stations, regardless of whether they subscribe to the service. It contrasts that approach with Nielsen Audio's subscriber-based reporting model and cites a May 2026 Advertiser Perceptions survey in which 78% of agencies and advertisers said audience measurement should reflect all media behavior regardless of subscription status, while 66% said Nielsen's ratings have become less reliable since removing non-subscribing stations.

Read Westwood One's Audio Active blog here.