Edison’s Q2 2024 “Share Of Ear” Reveals The Enduring Strength Of AM/FM Radio
For the last ten years, Edison Research’s quarterly “Share of Ear” study has been the authoritative examination of time spent with audio in America. Edison surveys 4,000 Americans annually to measure daily reach and time spent with all forms of audio. This analysis of the just released Q2 2024 data focuses on what advertisers care about – ad-supported audio.
AM/FM radio has a dominant 69% share of ad-supported audio; Podcasts have a 19% share
At a 19% share, podcasts tower over music streaming services like Pandora (5%) and Spotify (4%). Podcasts represent one out of every five minutes of American ad-supported audio, an impressive accomplishment.
In the car, AM/FM radio has a stunning 86% share of ad-supported audio
On the path to purchase, AM/FM radio is the obvious choice for advertisers as the “queen of the road.”
Among registered voters, AM/FM radio leads in ad-supported audience share (69%) followed by podcasts (19%)
AM/FM radio’s strength is consistent across the political spectrum. Podcasts perform better with Democrats and Independents.
Key findings:
- AM/FM radio represents the dominant ad-supported audio platform with a 69% overall share and a massive 86% in-car share.
- Podcast audiences soar. At a 19% share of ad-supported audio, podcasts now represent one out of every five minutes of U.S. ad-supported audio.
- Among registered voters, AM/FM radio leads in ad-supported audience share (69%), followed by podcasts (19%).