WWO: Agencies & Advertisers Underestimate AM/FM
This week’s blog post from Cumulus Media | Westwood One’s Audio Active Group looks at data from Edison Research’s Share of Ear study and research from Advertiser Perceptions and finds that agencies and advertisers underestimate AM/FM’s share of audience. The blog post notes that an Advertiser Perceptions study of 303 media agencies and marketers conducted in August 2024 found the perceived combined audience share of Pandora/Spotify is 43%, much greater than the perceived share of AM/FM radio (27%). In reality, “According to the Q1 2025 Share of Ear, AM/FM radio’s persons 18+ share of ad-supported audio (68%) is 14 times larger than ad-supported Pandora (5%) and ad-supported Spotify (5%).” The data also reveals that podcasts take the second-place spot with a 20% share. Ad-supported Pandora (5%), ad-supported Spotify (5%), and ad-supported SiriusXM (3%) lag distantly. See the full blog post here.