Two critical topics debated by radio broadcasters at the 2024 NAB Show were in-car listening and listening among younger audio consumers. According to Edison Research, the two topics come together when discussing today’s 13-to-34-year-olds in the United States.
According to Edison’s latest Share of Ear report, radio reaches 53% of America’s 13-to-34-year-olds at some point every day, suggesting radio’s resilient reach. This can be surprising to those who believe young listeners exclusively use streaming services or only listen to digital audio.
However, the location of listening is key regarding radio consumption among this group. The car is not only a good place to reach young radio listeners, but for many — 56% — it’s the only place. Of course, that means 44% of younger radio listeners report listening either somewhere else or both in the car and somewhere else, which is notable.
Share of Ear also tells us when young Americans are most likely to listen to radio in the car. Morning (6 a.m.–10 a.m.) and late afternoon (3 p.m.–7 p.m.) drive times are important for engaging almost all audiences, but specifically Americans 13-34.
Programmers and advertisers should consider that when young radio listeners hear their messages and music, it is often in an in-car environment.
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