DTS AutoStage says in-vehicle radio listening rose sharply in the United States over the Thanksgiving period, with stations switching to all-Holiday music formats reporting an average audience share increase of 40%. The findings come from the DTS AutoStage Broadcaster Portal, which analyzed listening in 1.3 million vehicles across 15 U.S. markets from Nov. 25 to Nov. 30.
According to DTS AutoStage, the strongest gains were recorded in small and mid-size markets, including Portland at 68.4%, Washington, D.C. at 61.7% and Cincinnati at 56.2%. Larger metropolitan areas also showed increases, although at a more moderate level. New York rose 32.9% and Los Angeles 22.7%, based on sample sizes exceeding 240,000 DTS AutoStage-enabled vehicles in each city. The lowest increase was in Houston at 15.6%.
DTS AutoStage says the daily data shows that audience share typically begins rising on Thanksgiving Day, a major U.S. holiday and a common transition point for broadcasters launching seasonal music formats. The company adds that the consistent pattern across a diverse set of markets illustrates the role of Holiday programming in attracting larger in-car audiences and strengthening engagement at the start of the U.S. festive period.
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