A study evaluating listening during Q4 of 2024 by Edison Research confirms that AM/FM radio remains the dominant form of audio in vehicles. The study concluded that listening has now rebounded back to pre-COVID levels. An article appearing in Inside Radio reporting on the findings noted:
“Its in-car share of 86% reinforces AM/FM’s standing as the primary way to reach consumers on their path to purchase, Cumulus Media/Westwood One Chief Insights Officer Pierre Bouvard writes in a blog post, noting that the proportion of AM/FM radio in-car listening has surged, returning to pre-pandemic norms.”
The report also found that advertiser-supported AM/FM radio reaches two-thirds of the nation compared with only one-third for ad-supported digital services. According to the research, ad-supported AM/FM radio makes up almost 90% of tuning minutes when compared with ad-supported versions of Spotify and Pandora.
The analysis is positive and worth reading in Inside Radio. You can access the article here.