Many seem to want to write off traditional radio with refrains such as, “Everyone is listening to their iPhones,” or, “I only listen to podcasts.” Yet, a new research study takes an interesting look at in-car consumption with data that begs to differ.
Each year, and for the past decade, respected Edison Research has surveyed more than 4,000 individuals for an authoritative examination of time spent with audio in America. It has just released its latest “Share of Ear” quarterly report which, reports on listener audio use while driving. And guess where terrestrial radio ranks?
According to Q1 2024 “Share of Ear” 60% of those surveyed, ages 18+, said they listen to AM/FM radio in-car. Quite interestingly, this includes advertising and non-advertiser supported mediums. Ad-free SiriusXM comes in a distant second at 13%, followed by podcasts (5%), and Ad-free Spotify (5%). Very surprisingly, owned-music comes in next at 4%, followed by Apple Music, Music Videos on YouTube, and ad-supported SiriusXM.
When you look at only ad-supported mediums, AM/FM use jumps up to a leading 86%, followed by Podcasts (7%), SiriusXM (4%), Spotify (2%) and Pandora (2%).
This is no knock, by the way, on mediums such has podcasting which can be incredibly effective in attracting and connecting with key audiences, most often research there shows, outside-of-car.
So, what to make of it all. I have long maintained (as do savvy radio programmers) that the best way to set yourself apart from the competition in the audio world is “live and local.”
Providing up to the minute news and information, delivered by real people located in the geographic areas they serve on behalf of their listeners. There’s also the importance, in particular for terrestrial music stations, to bring creativity and interactivity to the listening equation through likable personalities, innovative contests, and alluring music mixes unique to the station. All of this can help to prevent button pushing (with buttons well in reach from the driver’s seat).
I would also argue that the “Covid-factor” and related interpersonal isolation has led many to truly appreciate the communal experience that good terrestrial radio can offer. To be sure, many are back in their cars more often and for longer periods of time.
So, long live radio. And don’t touch that dial.