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AM/FM Radio Has 75% Share of Ad-Supported Audio
RADIO ONLINE | Monday, June 27, 2022 |
Edison Research's quarterly "Share of Ear" Q1 2022 report provides an opportunity to study listening among key voter segments and examine ad-supported audio use by location and demographic. Among registered voters, AM/FM radio has a massive 75% share of ad-supported audio. Radio's audience is 13 times bigger than Pandora and 19 bigger than Spotify. This week's Cumulus Media | Westwood One Audio Active Group blog highlights other key findings.
- 2020 vs. 2022: AM/FM radio shares are pandemic proof, podcasts surge, and Pandora collapses. Trending ad-supported audience shares from Q1 2020 to Q1 2022, AM/FM radio sees little change (78% to 76%). Podcast shares have surged (7% to 11%). Ad-supported Pandora's shares are down -25% (8% to 6%). Spotify (4%) and SiriusXM's (3%) ad-supported shares remain small.
- AM/FM radio leads total ad-supported shares among key buying demographics; Podcast shares are greater than Spotify and Pandora combined.
- In the car, ad-supported AM/FM radio shares have hovered in the high 80s for the last six years.
- Most Americans only listen to AM/FM radio and never listen to Pandora and Spotify .
- Over six years, the proportion of AM/FM radio listening occurring via online streaming has surged from 8% to 15%. Currently, there is more radio listening occurring via the stream (15%) than the entire AM dial. Smart advertisers should allocate 15 cents out of every dollar spent on AM/FM radio to the station stream.
- AM/FM radio leads ad-supported listening on the smart speaker with a 43% share.
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