AM/FM Radio Dominates Audio Reach Among Kia Drivers

RADIO ONLINE | Wednesday, May 27, 2026 | 2:44pm CT

Cumulus Media | Westwood One Audio Active Group

A new blog post from Cumulus Media | Westwood One Audio Active Group highlights the continued dominance of AM/FM radio among Kia drivers, citing newly released data from Edison Research's "Share of Ear" study.

The report, authored by Pierre Bouvard, Chief Insights Officer for Cumulus Media and Westwood One, examines audio consumption habits among Kia owners and drivers of competing auto brands, emphasizing the role of AM/FM radio in automotive advertising campaigns.

According to the analysis, Kia drivers spend 89% of their in-car ad-supported audio time listening to AM/FM radio, making it the leading platform for reaching current Kia owners while commuting or running errands.

The report also found that across all listening environments - including home, work, vehicles, and other locations - Kia drivers devote 68% of their ad-supported audio time to AM/FM radio. Podcasts accounted for 23% of listening among Kia drivers, while streaming platforms such as Spotify, Pandora, YouTube Music, and SiriusXM each posted low single-digit shares.

The blog further noted that AM/FM radio captures 83% of all in-car ad-supported audio listening among drivers overall, positioning radio as a key platform for dealerships and automakers seeking to attract buyers from competing brands.

The findings are based on Edison Research's Q1 2026 "Share of Ear" report, which surveys approximately 4,000 Americans annually to measure audio consumption habits across platforms.

The post also cited MRI-Simmons Winter 2026 data showing heavy AM/FM radio listeners are more likely than the general population to be in the market for new vehicles, including trucks, SUVs, hybrids, EVs, and used vehicles.

Read the entire blog post here.