Edison: AM/FM, Podcasts Continue To Dominate Ad-Supported Audio.

Edison Research’s just-released “Share of Ear” report for fourth-quarter 2023 exhibits AM/FM radio with a still-commanding 68.3% minimize of ad-supported audio listening amongst individuals 18+, with podcasts in second with 20.3%. For a typical hour of listening, that interprets to 41 minutes for AM/FM, and 12.2 for podcasts.

The remaining 6.8 minutes, or 11.4% of a typical hour, are accounted for by the ad-supported variations of Spotify (2.5 minutes) and SiriusXM and Pandora (2.2 minutes every), in line with an evaluation of Edison’s knowledge in Westwood One’s weekly analysis weblog.

For in-car ad-supported audio listening, AM/FM radio as regular takes the lion’s share, with 85.8% of listening or 51.1 minutes of a typical hour, based mostly on Edison’s report. Podcasts once more place second at 7.3% and 4.4 minutes, whereas SiriusXM’s ad-supported channels declare 3.8% with 2.3 minutes, and ad-supported Spotify and Pandora are available at 1.5% every with 0.9 minutes.

AM/FM advantages from a surge of in-car listening as a proportion of its complete listening in Edison’s This autumn 2023 research, following three years of decrease in-car shares since COVID. “Pre-pandemic, about half of all AM/FM radio listening occurred within the automobile,” Cumulus Media/Westwood One Audio Active Group Chief Insights Officer Pierre Bouvard says. “The pandemic noticed the quantity of AM/FM radio listening within the automobile sink to solely 41%, whereas in the latest “Share of Ear” report, a surprising 58% of all AM/FM radio listening happens within the automobile.”

Meanwhile, entrepreneurs proceed to underestimate AM/FM radio’s total ad-supported share in comparison with ad-supported Spotify and Pandora, in line with Advertiser Perceptions’ ongoing survey of greater than 300 businesses and advertisers with media finances decision-making accountability. Results from its August 2023 survey confirmed AM/FM’s perceived share at 26% vs. the precise 68%, with Spotify’s and Pandora’s at 29% and 17% respectively, vs. the precise 4% for every. “To create knowledgeable planning selections, entrepreneurs and businesses ought to take the ‘me’ out of ‘media’ and absolutely perceive in the present day’s media behaviors,” Bouvard says.

One different key discovering in Edison’s knowledge is the continued progress for spoken phrase audio, encompassing information, speak/personalities, and sports activities. “This is spoken phrase’s biggest viewers share within the ten-year historical past of the ‘Share of Ear’ research,” Bouvard notes. “Since 2021, spoken phrase’s share of ad-supported audio has surged 29%, from 31% to 40% of all ad-supported audio.”