Pending Business: In Car
By Steve Lapa
Lapcom Communications Corp
President
What happened to us? Unless we move quickly, the radio business stands to lose the final frontier: in-car listening.
The numbers tell a riveting story.
The good news is 92% of Americans listen to the radio every week.
The bad news, according to Edison Research, is only 68% of homes have a radio. All of us who were trained on the 90%-plus penetration of in-home radios are officially out of touch. The in-home radio listening experience is fading fast and there is no trend in sight to reverse it. Smart speakers aside, that bedside clock radio that helped millions wake up every morning is a silent reminder of days past. That 90%-plus penetration number will soon be the domain of Smart TV as 91% of homes have internet. That’s more homes than have radios.
The good news is 73% of drivers listen to the radio in the car.
Nearly three out of every four drivers tune in. The bad news is emerging retail media will soon be the final purchase influencer, online and on location. By 2025 more ad dollars (nearly $47 billion) are projected to be invested in retail media than TV. If you are still pitching, “in-car radio is the last purchase influence before the shopper steps into the store,” you are joining the growing group of outdated radio sellers. Let’s stop the head-in-the-sand approach and review what will have better sales power in the current landscape.
1. In-car listening is typically a shared attention experience. Adjust your commercials to work in the in-car environment. Simplify the messaging, repeat critical sales points, make the call to action easy to understand and implement.
2. Frequency sells. Forever the foundation of solid radio sales, repetition works, and compelling messaging can be commuter friendly.
3. Do your homework. If your community relies on several major industries, learn how the new remote workforce impacts in car listening. Different commute patterns may be in play. Know your marketplace before you suggest a schedule.
4. Seasonal trends. Summer is here. What changes are impacting your market?
Is there a go-to resource for advertiser info on your station website?
Some things will never change:
1. Auto is typically the #1 ad category. One of the best places to start the sales cycle of buying or leasing a new car is in the car of that money draining repair clunker and radio is right there!
2. Three out of four commuters drive alone and when you have someone one-on-one messaging will be heard.
3. In-car radio listening still is and always will be that uniquely personal experience.
Finally, owners and top-level management must learn to help sellers adjust to ever changing world of how to work with radio advertisers to meet the consumer where they are today.
Steve Lapa is the president of Lapcom Communications Corp. based in Palm Beach Gardens, FL. Lapcom is a media sales, marketing, and development consultancy. Contact Steve Lapa via email at: Steve@Lapcomventures.com
Comedy is the top genre among weekly podcast listeners age 13+. Edison says 19 genres have been identified as having at least one percent reach among weekly podcast listeners aged 13 and older in Q1 2024. Edison defines a podcast’s genre using its primary genre in Apple Podcasts. Society & Culture (#2) moved ahead of News (#3) while True Crime followed at #4 and Sports came in at #5. 
Because you can? Because you aren’t doing AM/FM radio? Because you are on radio, but can’t-do-there what you can-do podcasting? Because you are making money podcasting?
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. 
Podcasting deserves a larger role in media plans as opposed to “test and learn” experimental buys. 135 million Americans, 47% of persons 12+, are reached monthly. Among demographics such as persons 18-34, 18-49, and 25-54, monthly reach is in the low 60% range; 2) It is feasible to consider shifting TV budgets to podcasting given that podcast 18-34 reach performance is as big as TV; 3) The ratio of monthly audiences who also listen weekly is an excellent measure of podcast habituation. At present, 71% of the monthly female podcast audience also listen weekly. This is the strongest female podcast habituation in the last decade; and 4) Currently, podcasts only represent 1% of total national ad spend, per Guideline’s Standard Media Index reporting. At the dawn of cable TV, legendary BBDO media chief Arnie Semsky created the “5% solution,” which stipulated that brands devote 5% of media budgets to cable. 5% is enough of allocation to generate meaningful impact. Semsky was prescient. His brands hugely benefited from taking an early, bold, and strong position in a growing new medium, a lesson for the marketers of today when it comes to podcasts. 
consumer behavior and technology adoption across smart platforms. Marketers and media buyers turn to these insights for important media trends in key channels such as radio, streaming audio, podcasts, social media, and more. Audacy will host a webinar on April 3 with head of research & insights Idil Cakim and Edison Research president Larry Rosin, who will share key trends from The Infinite Dial 2024, including: Media consumption and device adoption, in-car listening habits, podcast trends among key demographic groups, and observations and advertiser insights. 
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.
dramatically understate AM/FM radio’s shares; 2) AM/FM radio represents the dominant ad-supported audio platform with a 68% overall share and a massive 86% in-car share; 3) In a typical day in America, 95% of Americans never listen to ad-supported Spotify. 94% never listen to ad-supported Pandora; 4) Podcasts’ audience soars. At a 20% share of ad-supported audio, podcasts now represent one out of every five minutes of U.S. ad-supported audio; 5) Among registered voters, AM/FM radio leads in ad-supported audience share (68%) followed by podcasts (21%); 6) After a pandemic lull, the proportion of AM/FM radio listening occurring in-car roars back; and 7) Powered by podcasts, spoken word is on a tear: 40% of all time with ad-supported audio goes to spoken word, up from 27% pre-pandemic. 
Twitter. In the 2024 Infinite Dial, 19% of the total population in the U.S. are using X – a 30% drop. Edison says, “While The Infinite Dial has recorded many incremental changes over its long history, a 30% change in any metric year-over-year is incredibly rare and noteworthy, acknowledging that in 2022 and 2023 the survey referred to the service as ‘Twitter’ and in 2024 it referred to the service as ‘X (formerly known as Twitter).’ Keep in mind this is not a measure of subscribers or Twitter/X accounts, but a measure of people who say they are ‘currently ever’ using the service. In addition to this overall usage drop, Twitter/X saw declines in monthly and weekly usage.” 
those living in suburban or urban areas. Rural listeners spend 43% of their daily audio listening time with AM/FM radio and radio streams, compared with urban listeners who spend 34% of their time with AM/FM radio and radio streams. Meanwhile, Urban listeners spend over twice as much of their daily audio time with podcasts as rural listeners. Urban listeners spend 13% of their daily audio time with podcasts compared with rural listeners who spend 6% of their daily time with podcasts.” Interestingly, if you combine the AM/FM listening and podcast listening numbers for Urban, Suburban and Rural listeners, these numbers are essentially the same – between 47% and 49%. Edison notes, “It appears that the ‘time budget’ for radio and podcasting combined is consistent across locations; it is just the apportionment of that time that varies.”
listened in the past week. The list shows the Top 10 Podcasts in the U.S. based on the number of Black weekly podcast listeners for Q4 2023. “The 
spot. But the big story is the rise of WSE Originals’ “New Heights with Jason and Travis Kelce” shooting from #67 in the Q3 2023 report to #6 in the Q4 chart. (The show was not in the top 100 in the Q2 2023 survey.) Edison says the show starring Taylor Swift’s boyfriend Travis Kelce “gained four and a half times the number of listeners and saw a change in composition to 50% female listeners.” Other noteworthy moves from radio-related podcasts include The DailyWire’s “The Ben Shapiro Show” rising from #17 in Q3 to #9 in Q4 and Cumulus Podcasts Network’s “The Dan Bongino Show” climbing from #29 in Q3 to #26 in Q4. Edison’s Q4 2023 ranker was conducted from October 9, 2023 to December 23, 2023, and is based on surveys of 5,356 weekly podcast listeners age 13+.
largest share of listening, accounting for more than one-third of daily time with audio among those age 13+. The vast majority of that listening (31%) is to AM/FM over-the-air signals.” (The other 5% comes from radio streams.) Behind AM/FM in listening is streaming music (20%), YouTube (14%), podcasts (11%), SiriusXM (8%), owned music (4%), TV music channels (3%), audiobooks (3%) and other (1%). 
from the study include: 1) the proportion of AM/FM radio in-car listening rose 9% year-over-year and is on par with pre-pandemic levels of listening; 2) spoken-word content listening is at an eight-year high with 39% of ad-supported listening (including AM/FM, streaming and podcasts) devoted to news/talk, talk, and sports; and 3) looking at Persons 25-54, the share of ad-supported audio time spent with personalities/talk shows has increased the most – from 11% of ad-supported listening in Q4 2016 to 19.4% in Q3 of 2023. 
Books, 2022) by Dr. Murray Sabrin. The book has been an Amazon bestseller and a popular vehicle sparking conversations on political news/talk shows across America. Its author, Murray Sabrin, Ph.D. is emeritus professor of finance, Ramapo College of NJ. Dr. Sabrin – a prolific author – is considered a “public intellectual” for writing essays about the economy in scholarly and popular publications as well as being a prolific guest and “go-to” resource on hundreds of radio and TV talk shows and podcasts. According to publisher Michael Harrison, who wrote the book’s provocative foreword, “From Immigrant to Public Intellectual is a truly American story about an immigrant child’s rise from humble beginnings to forge a stellar career as an educator, author, candidate, and media influencer. Murray Sabrin explains libertarianism in plain language using his own life story set against a half-century of changing times. Talk show hosts have been tapping into this articulate scholar’s knowledge and views for more than three decades since his impressive third-party showing as the Libertarian candidate for Governor of New Jersey in 1997.” To learn more about Dr. Murray Sabrin please visit murraysabrin.com and murraysabrin.substack.com.
word, which is a 55% increase over nine years ago (20%); 2) Spoken word listening at home has grown dramatically: 60% of the total daily audio time spent with spoken word audio is at home, 24% in the car, 13% at work, and 3% at some other location. The time spent listening to spoken word audio at home has grown to 41 daily minutes in 2023 from 27 daily minutes in 2014. Increases in at-home spoken word audio listening are seen across every hour in the listening day; 3) Spoken word listening in-car has shifted post-pandemic, but AM/FM radio remains on top: Of all the daily time spent listening to spoken word audio, time spent listening in the car has declined from 36% in 2014 to 24% in 2023. In the car, 62% of spoken word audio consumed by those in the U.S. age 13+ is to AM/FM radio content, including over the air and streams; 4) For the first time ever, the mobile device is the primary way people listen to spoken word: 39% of spoken word audio consumed daily by those age 13+ in the U.S. is on a mobile device, followed by 35% on an AM/FM radio receiver. At home, 41% of spoken word audio is consumed on a mobile device, and at work, 47% of spoken word is consumed on a mobile device. AM/FM radio receivers still dominate in-car, garnering 60% of the spoken word audio listening there; and 5) Podcasts represent a large and growing share of spoken word listening: Podcasts now represent over one-third (36%) of time spent with spoken word audio. Twenty-eight percent of time spent listening to podcasts goes to NPR/public radio. At home, 40% of spoken-word audio listening goes to podcasts. 
weekly podcast listeners age 13+. The top four shows in Q3 remain unchanged in rank from Q2: “The Joe Rogan Experience,” “Crime Junkie,” “The Daily,” and “This American Life.” Other radio related podcasts ranked on this chart include iHeartPodcasts’ “Something You Should Know” at #9, The Daily Wire’s “The Ben Shapiro Show” at #17, Ramsey Networks’ “The Ramsey Show” at #21, and Cumulus Podcast Networks’ “The Dan Bongino Show” at #29.
Spoken Word Audio Report 2023. According to data from the study, 48% of those in the U.S. age 13+ listen to some type of spoken-word audio daily, and audio consumers in the U.S. age 13+ spend 31% of their daily audio time with spoken word. They say this edition of the study focuses on listening locations and explores spoken-word audio consumption at home, at work, in-car, and other locations. 