Edison: Radio Dominates Ad-Supported Audio Reach

RADIO ONLINE | Monday, July 27, 2026 | 2:43pm CT

Cumulus Media | Westwood One

A new analysis of Edison Research's Q2 2026 "Share of Ear" study concludes that AM/FM radio continues to dominate ad-supported audio listening, while challenging common perceptions about Spotify's advertising reach and audience demographics.

The findings, highlighted in a new Cumulus Media | Westwood One Audio Active Group blog by Chief Insights Officer Pierre Bouvard, show that 78% of all time spent with Spotify occurs on its ad-free subscription tier, leaving only 22% of listening available to advertisers.

According to the report, marketers and media agencies significantly overestimate Spotify's advertising reach. While many believe Spotify commands a 25% share of the audio audience, Edison found its ad-supported service accounts for just a 6% share of ad-supported audio, compared with AM/FM radio's 62%.

The study also found that Spotify's ad-supported audience differs sharply from its subscription audience. Ad-supported users are more likely to have household incomes below $50,000, less likely to work full-time and less likely to have completed at least four years of college. By contrast, Spotify's ad-free subscribers tend to be more affluent and better educated.

The report argues that these differences can lead advertisers to misjudge the platform's audience. An Advertiser Perceptions survey cited in the analysis found agencies and marketers perceive Spotify and Pandora together to hold a 41% share of audio listening, while estimating AM/FM radio at just 26%. Edison data, however, places AM/FM radio's actual ad-supported audio share at 62%.

The research also emphasizes radio's role in campaign reach. Digital audio platforms-including Spotify, Pandora and podcasts-reach 32% of Americans on a typical day. Adding AM/FM radio increases that reach to 74%, according to the study. v In the car, AM/FM radio remains the dominant ad-supported audio platform with an 82% share overall and a 75% share among adults ages 18-34.

While radio continues to lead, the study found podcast listening is growing. After holding steady at a 19% share of ad-supported audio for three years, podcasts increased to a 22% share among adults 18 and older in the second quarter of 2026.

The quarterly "Share of Ear" study, now in its 11th year, surveys approximately 4,000 Americans annually to measure daily audio consumption across platforms.

Read the entire blog post here.