New Cumulus Media / Westwood One AudioActive Blog Post: Edison Research’s Q3 2024 “Share of Ear” Reveals AM/FM Radio is the Dominant Ad-Supported Audio Platform Across All Demos
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.
year, generative AI adoption among American consumers.” Some of the key findings include that online audio consumption has hit an all-time high: 1) 81% of Americans age 12+ (233 million) listened to online audio in the last month, and 76% (219 million) listened in the last week; 2) Americans age 55+ are driving the most recent increases. Monthly online audio listening among this group jumped from 52% in 2024 to 70% in 2026, a gain of nearly 20 percentage points in just two years; 3) 80% of Americans age 12+ (230 million) have ever listened to or watched a podcast, an all-time high; and 4) 58% of Americans age 12+ (167 million) have consumed a podcast in the last month, also an all-time high. 
largest weekly audiences that launched last year. Number one is “Good Hang with Amy Poehler,” which won a Golden Globe for best podcast. News/talk podcasts on the chart include “The Nerve with Maureen Callahan,” published by Megyn Kelly’s MK Media, the progressive “Keith Edwards Show,” and iHeartPodcast’s “This is Gavin Newsom.” 
discoverability capabilities to small and mid-sized businesses that are being excluded from emerging search and discovery channels due to cost, complexity, and technical barriers.” Audacy SVP of digital Jenny Sutton says, “Local advertisers can be overwhelmed by the pace of change in digital marketing and discovery. By partnering with Next Net, we’re giving our clients a future-ready solution that integrates AI discoverability directly into the media and marketing strategies they already know and trust, without requiring technical resources or additional burden on the business owner.”
grown exponentially in the U.S., so much so that Edison Research just unveiled the results of a new research effort called The Infinite Scroll: A TikTok Report in a recent webinar. Edison says the webinar offered insights into how often U.S. users engage with TikTok, their perceptions of the platform, ad recall on TikTok, if they spend too much time on the platform, and more. 
16% year-over-year decline in the percentage of Americans who say they get their news ‘often’ from apps like Instagram, Facebook, TikTok and X.2. In this rapidly changing landscape, consumers are increasingly turning to All News Radio for local news, trusted voices, and fact-based reporting.” Borelli cites as evidence for this Nielsen data indicating that Audacy all-news stations are up 11% versus last year and adds that’s coming off a presidential election year. Ben Mevorach is vice president of news at WINS, New York and he says, “As the number of places to get news continues to grow, the number of places to find news that is credible, trustworthy, and without bias is rapidly shrinking. People constantly tell us that 1010 WINS is their sole source for news they can trust.” 
with a shared passion for research and innovation. Our alliance expands the ways we can support our research partners and deepens our ability to help the public, media, and policymakers make sense of how people think, vote, and engage with the world. We are moving into the future as one team – ready for what’s next.” The terms of the deal were not revealed. Edison Research founders Joe Lenski and Larry Rosin will be joining the leadership of SSRS.
podcast consumption in the past week was through video.) The top five podcasts didn’t change from Q1 data. They are: “The Joe Rogan Experience,” “Crime Junkie,” “The Daily,” “Call Her Daddy,” and “This Past Weekend w/Theo Von.” Some talk radio-related podcasts of note include: NPR’s “Up First” at #22; The Daily Wire’s “Ben Shapiro Show”; Ramsey Network’s “The Ramsey Show” at #29; and Charlie Kirk’s “The Charlie Kirk Show” at #49. 
Conventional industry wisdom: “If our morning star leaves, we’re dead. How could we replace them?”
to the industry in a free webinar on June 25 at 2:00 pm ET. More than 2,000 people ages 13-24 in the U.S. were surveyed for the report. Edison says, “The study explores what shapes the lives of Gen Z – from current issues to overall outlooks, and what their media choices include – from music discovery to their favorite podcasts. Learn how Gen Z listeners use audio, tech, and social media, and most importantly, the role audio plays in their daily lives.” 
YouTube with ads, SiriusXM talk channels, free versions of streaming audio sources, and podcasts. Breaking it down demographically, time spent with ad-supported sources is highest among Americans age 55+, with 75% of their audio time spent with ad-supported audio. While the 18-34 demographic spends the majority of its audio time with ad-supported audio sources, 46% of its listening time is spent with ad-free audio. Edison says, “The strength of ad-free audio with this age group is not surprising considering that younger Americans spend more time on platforms that make removing advertisements easy and not terribly expensive, such as Spotify and YouTube.”
sessions including The Fandom Phenomenon that looks at the listening habits of podcast “fans,” “The Business of the First Podcast Election” that analyzes the role that news podcasts played in last fall’s presidential election. Edison says that according to its research, news is the second most-listened-to podcast category after comedy at #1 and ahead of true crime at #3.
key findings of this edition of the study include that podcast consumption has reached an all-time high with 70% of Americans age 12+ having listened to a podcast; 51% of those Americans age 12+ having watched a podcast; 73% of Americans age 12+ having consumed a podcast in either audio or video format, representing an estimated 210 million people; and 55% of Americans age 12+ now being monthly consumers. The study also looked at in-car audio use and finds that among americans age 18+ who have driven or ridden in a car in the past month (88%), 40% have Apple CarPlay or Android Auto, and 33% actively use one of these systems. 
listening to audio daily, compared with 3 hours and 50 minutes among the non-Black population – over 30 minutes more per day. “This listening includes music as well as spoken-word content, such as podcasts and talk radio. We often thank creators for the audio masterpieces that captivate us, which are all very much deserved. Today, we also thank Black consumers for fueling the success of musicians, podcasters, and radio hosts.” 
Cumulus Media in partnership with Signal Hill Insights, yesterday (12/2) released Cumulus Media and Signal Hill Insights’ Podcast Download – Fall 2024 Report, a comprehensive evaluation of the latest podcast audience trends. This 13th edition of the study examining the habits of weekly podcast consumers is part of Cumulus Media’s initiative to share insights and research findings with the podcast community. A key finding uncovered in the Podcast Download Report is that YouTube continues its growth as the dominant podcast platform for consumption, reaching a new high. “Though it began as an auditory experience, over the past few years we’ve seen the growth of podcast visuals, which go hand-in-hand with the similar ascendance of YouTube as a podcast platform,” said Lauren Vetrano, VP of advertiser studies and insights, Cumulus Media | Westwood One Audio Active Group®. 
“We currently see over a third of weekly podcast consumers using YouTube the most for their podcast consumption, up from 28% year over year. Similarly, one in three podcast consumers now prefer podcasts with a video component. Video, and by extension YouTube, cannot be ignored as an important aspect of the podcast experience.” “Thumbnails turn out to be a key discovery driver on YouTube, especially among younger consumers. 53% of those 18 – 34 say they’ve chosen a podcast on the platform based upon the thumbnail,” said Paul Riismandel, president of Signal Hill Insights. “The title or persons featured in that graphic are the two top reasons for choosing an episode. This finding provides direction for podcasters looking to grow their audiences.”
The Alliance for Women in Media (AWM) celebrated the achievements of eight trailblazing leaders at the Gracies Leadership Awards, yesterday (11/19) at Tribeca 360° in New York City. The event honored these extraordinary women for their significant contributions to the media industry, showcasing their leadership, vision and dedication to excellence across broadcasting, journalism, digital media and beyond. In addition to the awards, the luncheon featured a special fireside chat with Andrea Mitchell, recipient of the Gracies Icon Award. As NBC News’ chief Washington correspondent, chief foreign affairs correspondent and host of MSNBC’s “Andrea Mitchell Reports,” Mitchell shared her incredible journey in journalism, offering powerful insights into her decades-long career. Her conversation with Libby Leist, executive vice president of “TODAY” and “Lifestyle” highlighted the importance of elevating women’s voices in the media, mentorship and the lasting impact of bold, investigative storytelling made possible by diligent homework, checking your facts and doing research. Honorees pictured above at the event (l-r): Sylvia Strobel, AWM Legacy Leadership Award recipient and president/CEO, Twin Cities PBS; Holly Tang, CFO, NBC Universal Entertainment; Jennifer Leimgruber, EVP entertainment programming, Premiere/iHeartMedia; Andrea Mitchell, recipient of the Gracies Icon Award – NBC News’ chief Washington correspondent/ chief foreign affairs correspondent and host of MSNBC’s “Andrea Mitchell Reports“; Deborah Parenti, president/publisher, Streamline Media (Radio Ink, RBR + TVBR); Jen Sargent, CEO, Wondery; and Sylvia Bugg, chief programming executive/GM, PBS. Not pictured, Sonia Coleman, ESVP/ chief human resources officer, The Walt Disney Company.
As the Company continues its re-imagination, Borelli will lead Audacy’s audio research and insights practice, closely supporting its forward growth agenda and client enablement strategies. He will report to Paul Suchman, chief marketing officer, and work closely with Audacy’s leadership team across revenue, digital and programming. Suchman tells TALKERS, “Ray’s research experience across channels and media, coupled with his unique ability to turn data into powerful narratives, will make him an excellent addition to the team as we execute our forward strategy,” adding, “With tenure spanning some of the most influential media companies, his expertise in driving meaningful outcomes for clients will be a strong asset as Audacy continues to elevate our value to the advertising community.” “I am thrilled to be joining Audacy at such an exciting time for the audio industry,” said Borelli. “Audacy’s portfolio of brands and research platform is best in class, and I look forward to working closely with our team and advertising partners to help fuel exponential growth for the business.” Borelli previously served as VP of ad sales research at Warner Bros. Discovery, directing the go-to-market sales narrative for WBD’s portfolio. He also previously served as SVP for CNBC, leading the company’s research and scheduling teams and helping build the brand’s market-leading digital business. His research and leadership experience was also built on tenures at the National Basketball Association and FOX Sports.
The research notes millennials (ages 27-42) are the most concerned at 83%. The survey finds people are feeling the effects of the higher costs of goods and services, and they remain concerned about inflation. In addition, 37% said their finances are in worse shape than four years ago. Thirty-four percent said their finances are about the same, while only 29% said they’re better off than they were four years ago. The research indicates more than half (52%) of Americans believe the U.S. presidency has a major impact on their personal finances. “We encourage every American to go out and vote,” said Dave Ramsey, personal finance expert and host of “The Ramsey Show.” “But remember, what goes on in your house is a whole lot more important than who’s in the White House. The research shows that less than half of Americans believe a written household budget is the way to win with money. That has to change, or nothing will.”
watching video podcasts. Sixty-two percent of weekly podcast listeners 13+ have enjoyed video podcasts passively, with the video content playing in the background while listening to the audio. Meanwhile, the data reveals a compelling point – 72% of weekly podcast listeners 13+ have enjoyed video podcasts actively, meaning they have watched video as they listen to the podcast. Edison says, “Podcasts with video elements also allow creators to repurpose content into short, engaging clips tailor-made for social media platforms – think YouTube shorts, TikTok, or reels on Instagram or Facebook. This strategy can work to enhance a show’s digital presence, while amplifying the reach and engagement of podcasts overall.”
says that key points for advertisers to know about podcast listeners include: 1) More people than ever are listening to podcasts: 67% of the 12+ population has ever listened to a podcast; 47% of the 12+ population are monthly podcast listeners and 34% are weekly listeners; 2) Listeners are spending more time than ever with podcasts: In 2014, out of the daily time spent listening to all audio by those age 13+, 2% was spent with podcasts. In 2024, that number more than quadrupled and podcasts now account for 11% of daily time with audio. Twenty-three percent of weekly podcast listeners spend 10 hours or more listening to the medium each week; and 3) Podcasts reach all generations: 29% of kids age 6-12, 59% of those age 12-34, 55% of those age 35-54, and 27% of those age 55+ are monthly podcast listeners. 
top of these trends when developing cross-channel media strategies. That’s why we created The Record – a quarterly look at how U.S. audiences spend their time with audio. An important tool 
for advertisers, artists, broadcasters, and podcasters alike, The Record offers a unique view of time spent with ad-supported content. The total use of audio is significant – Americans spend more than four hours with audio every day – and it’s important to view it from multiple lenses. Consumers give nearly 70% of their daily ad-supported audio time to radio, 20% to podcasts and the rest to streaming audio (music services) or satellite radio (select channels). Data from the first quarter of 2024 indicates that (for over-the-air and streaming combined), by format news/talk was tops with the 35+ demographic with a 12.3 share of total audience and was also first in persons 18+ with a 10.8 share of total audience. 
Soros, would become the largest shareholder in New Audacy and that Soros would “control these radio stations to advance their particular brand of activism.” Further, MRC objects saying that the FCC has an obligation to complete a full and thorough review and that the Commission is being asked to approve the change in ownership without this review, specifically 
regarding the foreign ownership issue which the MRC says would not be handled as required by Section 310(b)(4) of the Communications Act of 1935 if the Soros Group gets what it wants. It’s asking the FCC “to waive that process and put it off until sometime down the road – indicating that those foreign stakeholders will be given ‘special warrants’ in the meantime. The Soros group says that putting off the required foreign ownership review will enable the FCC to expedite its approval of the Soros applications and thus allow them to more quickly realize their ownership interests in and take over the hundreds of local radio stations across the country.” The MRC argues that the Communications Act of 1935 “does not contain a special Soros shortcut.” 
7:00 pm. KNX says, “In her first broadcast town hall as mayor of Los Angeles, Karen Bass takes the stage at KNX News to take questions from Angelenos on a broad range of public safety-related topics the day after her State of the City address. As the City searches for a new chief to shape the future of the LAPD, Mayor Bass will hear from constituents about what they want that future to look like.” The show is being aired on KNX News 97.1 FM, the Audacy app, and streamed live on YouTube.
population has listened to a podcast in the last month, up 12% year over year; 34% of the U.S. 12+ population has listened to a podcast in the last week, up 10% year over year. Despite changes in how downloads are being delivered and counted, listening levels are up markedly; 2) Growth in podcast reach is driven by large increases among the number of female listeners: 45% of women in the U.S. age 12+ have listened to a podcast in the last month, up from 39% in 2023, an increase of 15%; 32% of women in the U.S. age 12+ have listened to a podcast in the last week, up from 27% in 2023, an increase of 19%; 3) Online audio listening hits the highest mark ever: 76% of those in the U.S. age 12+ have listened to online audio in the last month, an estimated 218 million people, 90% of those age 12-34 and 85% of those age 35-54 have listened to online audio in the last month; 4) 70% of those age 18+ who have driven or ridden in a car in the last month currently ever listen to radio as an audio source in their primary car; 55% listen to online audio and 32% listen to podcasts; and 5) 60% of those age 12+ have a traditional AM/FM radio set in their home. 
with Michael Barbaro and Sabrina Tavernise (#4), “Call Her Daddy” with Alex Cooper (#5), “Morbid” with Alaina Urquhart and Ash Kelley (#7), and “My Favorite Murder” with Karen Kilgariff and Georgia Hardstark (#8). And Dateline NBC’s (#3) 20-year veteran Andrea Canning is part of the team of correspondents on the true crime pod.” However, women to listen to male-hosted shows as the study reveals “The Joe Rogan Experience” was #2 on the most recent chart. “New Heights with Jason and Travis Kelce” was #6 on the chart and was lifted to this “new height” by the obvious Taylor Swift connection.