Edison Research’s “Share of Ear” study for Q3 2022 is encouraging for traditional radio, especially those broadcasters expanding into streaming and podcasting. The quarterly “Share of Ear” study is the authoritative examination of time spent with audio in the United States. It surveys 4,000 Americans to measure daily reach and time spent for all forms of audio.
Key takeaways from the latest study include that AM/FM radio streaming in the U.S. has hit a record high, representing 17% of all AM/FM radio listening for those aged 25–54; 23% for men. Importantly, AM/FM radio streaming audiences are 20% larger than ad-supported Spotify and Pandora combined.
Another notable point is AM/FM radio’s persevering popularity in the car. In the latest survey, AM/FM radio commands an 89% share of ad-supported in-car audio listening.
Podcasts are also enjoying significant uptake, and, it seems, at the expense of Pandora.
However, despite this, the survey also shows that agencies and advertisers continue to underestimate AM/FM radio shares of listening and overestimate Pandora and Spotify audiences.
Westwood One has put together a more detailed breakdown of the survey’s findings here.
