For the last 10 years, Edison Research’s quarterly “Share of Ear” study has been a highly respected examination of time spent with audio in America. Edison surveys 4,000 Americans annually to measure daily reach and time spent with all forms of audio. Each report is based on a four-quarter rolling average. The most recent Q3 2024 survey is comprised of Q4 2023, Q1 2024, Q2 2024, and Q3 2024. This week’s Cumulus Media | Westwood One Audio Active Group® blog is an analysis of the just released Q3 2024 data and focuses on what advertisers care most about – ad-supported audio.
• Among major demographics, AM/FM radio is the dominant ad-supported audio platform. Podcasts have significant shares among younger age groups.
• Among African Americans, AM/FM radio is particularly strong. Podcast shares are not as strong as the general market.
• Among Hispanics, podcast shares are stunningly strong. Among 18-34 Hispanics, podcasts are now the number one ad-supported audio platform.
• In the car, AM/FM is the “queen of the road” with an 86% share. Even among 18-34s, AM/FM radio has an 82% share of ad-supported audio.
• 13% of all AM/FM radio listening occurs via streaming, steady over the last three years. On the smart speaker, AM/FM radio dominates with a 50% share of ad-supported listening.
• Sadly for advertisers, most of Spotify’s audience is unavailable to place advertising. While Spotify’s ad-free subscription audience soars, its ad-supported shares stagnate at a two share.
• Streaming music audience growth comes at the expense of owned music rather than AM/FM radio.
Check out today’s blog post here.
To download the Cumulus Media | Westwood One Audio Active Group analysis report of Edison Research’s “Share of Ear,” click here.