Study: AM/FM Dominates Listening Among BMW Drivers

RADIO ONLINE | Wednesday, July 8, 2026 | 11:01am CT

Cumulus Media and Westwood One

New research highlighted by Cumulus Media | Westwood One's Audio Active Group shows AM/FM radio remains the dominant ad-supported audio platform among BMW drivers, reinforcing radio's value for automakers and dealers looking to reach both loyal customers and buyers of competing brands.

In a new blog post, Chief Insights Officer Pierre Bouvard examines newly released first-quarter 2026 data from Edison Research's Share of Ear study, which measures Americans' daily audio consumption across platforms.

According to the report, BMW drivers devote 84% of their in-car ad-supported audio listening to AM/FM radio, making it the leading platform by a wide margin. Across all listening environments-including home, work, the car and other locations-AM/FM radio accounts for 55% of BMW drivers' ad-supported audio usage.

The findings come as BMW continues to post some of the strongest customer retention rates among luxury automotive brands. Industry data cited in the report shows BMW's owner loyalty ranges from 52.2% to 54%, meaning more than half of current BMW owners are likely to purchase another BMW when shopping for their next vehicle.

The study also found podcasts represent the second-largest ad-supported audio platform among BMW owners with a 27% share across all locations. Ad-supported Spotify captures 7%, SiriusXM accounts for 8%, while Pandora holds a 2% share.

Beyond current BMW owners, the report suggests AM/FM radio is also an effective platform for reaching drivers of competing brands. Across all vehicle owners, AM/FM radio commands an 83% share of in-car ad-supported audio listening and a 64% share across all listening locations.

The blog also cites MRI-Simmons Winter 2026 data indicating heavy AM/FM radio listeners are 6% more likely than the general population to be "very likely" to purchase a new vehicle within the next year. AM/FM ranked first among measured media for purchase intent of trucks, SUVs and hybrid/electric vehicles, while also posting strong results for used vehicles, sedans and minivans.

The findings are based on Edison's quarterly Share of Ear study, which surveys approximately 4,000 Americans annually to measure time spent with all forms of audio and includes listening behavior based on respondents' primary vehicle brand.

Read the full blog post here.