Edison Research has published survey findings that should temper the concerns of U.S. commercial radio broadcasters.
According to the latest Share of Ear study, 84% of Americans 13+ will listen to some type of ad-supported audio daily. Ad-supported audio includes AM/FM Radio, podcasts, ad-based streaming services such as those from Spotify and Pandora, the spoken-word channels on SiriusXM, and free use of YouTube for music videos.
This trend is true even among those harder-to-reach 18–34-year-olds. Fully 82% of this group in the U.S. is reached by ad-supported audio daily.
Edison emphasizes that these are daily measures of reach and suggests that over a week or a month, the reach would expand, likely to somewhere well above 90% of all Americans, including younger consumers.
The company says a significant number of Americans listen to ad-supported audio every single day. Any advertiser looking to send its message far and wide, including to younger age groups, should consider investing more in audio advertising.