Broadcast radio still “owns the car.”
That’s one of the takeaways for Pierre Bouvard, chief insights officer at Cumulus Media/Westwood One, from the most recent edition of Edison Research’s “Share of Ear” study of how people consume audio.
He writes regularly about findings that he feels can help with radio’s advertising “pitch.”
Writing on the Westwood One blog Bouvard said that AM/FM radio’s in-car share of ad-supported audio, while down a bit, still has hovered around a 90% share for six years:
He also described as “stunning” a finding that for the first time, audience shares for podcasting surpassed the combined audiences of ad-supported Pandora and ad-supported Spotify.
“Podcasting achieved a 12% share compared to Pandora and Spotify’s combined 11% share of ad-supported audio among persons 18+,” he wrote.
“This is notable as ad-supported audio audiences are of great importance to brands and their media agencies. Podcasting also beat Pandora and Spotify handily among the persons 18–34 and persons 25–54 ad-supported audiences.”
Bouvard highlighted the finding that AM/FM radio remains the dominant ad-supported audio platform with a 74% share of ad-supported audio, “11 times bigger than Pandora’s and 19 times larger than Spotify’s.”