EDISON RESEARCH: “Share of Ear” Q2 Audio Ad-Supported Data Available
For the last 10 years, Edison Research’s quarterly “Share of Ear” study has been an authoritative examination of time spent with audio in America. The Cumulus Media / Westwood One analysis of the just-released Q2 2024 data focuses on “what advertisers care about” – ad-supported audio. Here are some of the findings as presented in a special report by Pierre Bouvard, chief insights officer of the Cumulus Media | Westwood One Audio Active Group®:
• Since consumer interest in Pandora Radio hit an all-time high in 2008, its audience and profile have significantly collapsed, according to Google Search trends.
• A brand-new Advertiser Perceptions study conducted in August 2024 reveals marketers and media agencies need to “take the me out of media” as they wildly overestimate Spotify and Pandora audiences and dramatically understate AM/FM radio’s shares.
• AM/FM radio represents the dominant ad-supported audio platform with a 69% overall share and a massive 86% in-car share.
• Podcast audiences soar. At a 19% share of ad-supported audio, podcasts now represent one out of every five minutes of U.S. ad-supported audio.
• Among registered voters, AM/FM radio leads in ad-supported audience share (69%), followed by podcasts (19%).
Edison surveys 4,000 Americans annually to measure daily reach and time spent with all forms of audio. For more details, click here for the Cumulus Media | Westwood One Audio Active Group® analysis of the just released Q2 2024 data.
reach. “Republicans listen to more AM/FM radio than other groups, with an index of 109 (or 9% more listening than average). The ad-supported spoken-word channels on SiriusXM are a particularly efficient place to find Republicans, with an index of 146. Meanwhile, podcasts stand out as the more efficient platform for reaching Democrats, indexing at 121. And what about those elusive Independents, who often tip an election? Both streaming music, and in particular music videos on YouTube, over-deliver for these potential voters, with indexes of 103 and 123 respectively.” Edison adds, “Regardless of the party that buyers are trying to reach with political ads, audio stands out as a superior pathway to reaching voters. Audio provides enormous audiences and often a far less cluttered political environment than other ad channels.”
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.”