Edison Research published a recent “Share of the Ear” study showing that radio remains a powerhouse in the digital era. The research was referenced in an article appearing in Radio Ink. The article noted:
“While marketers continue to funnel major money into ad-supported audio streaming, they could be much better served by radio. Media planning, as it currently stands, could use some recalibration as AM/FM continues to significantly outperform advertiser perceptions.”
Edison goes on to describe the significance of traditional over-the-air radio:
“So how relevant is radio? Edison’s Q2 2024 report shows that over-the-air radio holds more than double share of ad-supported audio than the next four biggest sources combined.”
The analysis is worth reading. You can access the study in Radio Ink here.