Westwood One\u2019s blog<\/a>.<\/p>\n\u201cShare of Ear,\u201d which has surveyed 4,000 Americans annually to measure daily reach and time spent for all forms of audio media since 2015, shows across-the-board dominance for AM\/FM radio vs. other ad-supported media, with its share of daily time spent at 64% for 18+ and as high as 75% for 50+.<\/p>\n
\u201cAM\/FM radio remains the dominant audio platform for marketers,\u201d Bouvard says. \u201cStreaming music services remain niche players with only a combined 13% ad-supported audio share between Spotify, Pandora, YouTube, and Amazon Music.\u201d<\/p>\n
Yet, as the blog notes, marketers and media agencies continue to significantly overestimate audience shares to Pandora and Spotify while massively underestimating AM\/FM\u2019s audience. Advertiser Perceptions\u2019 August 2025 study of more than 300 agencies and marketers found that AM\/FM radio\u2019s perceived audience daily share was just 26% vs. the actual 64%, while Pandora and Spotify together were a perceived 41%, higher than AM\/FM, while their actual combined share is just 11%.<\/p>\n
\u201cEdison\u2019s \u2018Share of Ear\u2019 reveals AM\/FM radio shares are 2.5 times greater than agency\/advertiser perceptions,\u201d Bouvard says. \u201cAM\/FM radio is 11 times larger than ad supported Spotify and 13 times bigger than ad-supported Pandora.\u201d<\/p>\n
Edison continues to show the power of AM\/FM radio in cars, with share of daily ad-supported audio time spent at 84% among persons 18+, the far-and-away leader vs. podcasts (7%) and the combined share of ad-supported SiriusXM, Spotify, Pandora and YouTubeMusic (9%). Even among 18-34s, AM\/FM\u2019s in-car share is a powerful 79%.<\/p>\n
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Also, worth noting in the \u201cShare of Ear\u201d findings is the significant growth of podcasts, with triple-digit growth across all demos since 2017. \u201cAt a 20% share [18+], podcasts now have the scale and demographic mass appeal to be considered a major media solution,\u201d Bouvard says. \u201cThe older the age group, the greater the growth in the podcast daily audience. Today, podcasts\u2019 greatest reach centers on 25-44s, with significant growth among 45-64s.\u201d<\/p>\n
As a result, the median age of podcast listeners has moved from 29 in 2017 to 39 in this most recent Edison report. \u201cIn 2017, podcasts\u2019 daily reach was greatest among 18-24s. Eight years later, podcasts\u2019 daily reach has surged, especially in older demographics,\u201d Bouvard says. \u201cThe podcast median age soars due to a massive influx of older listeners. The last two years have seen podcasts\u2019 median age grow from 34 in 2023 to 39 in this recent Q3 2025 report. Still, podcasts remain one of the youngest media platforms.\u201dTop of FormBottom of Form<\/p>\n
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First published by InsideRadio<\/em>. Read original here<\/a><\/p>\n <\/p>\n","protected":false},"excerpt":{"rendered":"
Edison Research\u2019s \u201cShare Of Ear\u201d report for third-quarter 2025 again brings good news for AM\/FM […]<\/p>\n","protected":false},"author":3,"featured_media":7243,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-7238","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorised"],"acf":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2026\/01\/pexels-matej-117839-819012-scaled.jpg?fit=2560%2C1707","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/7238","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/comments?post=7238"}],"version-history":[{"count":1,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/7238\/revisions"}],"predecessor-version":[{"id":7249,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/7238\/revisions\/7249"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/media\/7243"}],"wp:attachment":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/media?parent=7238"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/categories?post=7238"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/tags?post=7238"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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