Edison Research‘s latest “Share of Ear” study reveals that Chevrolet drivers devote 90 percent of their in-car ad-supported audio time to AM/FM radio, significantly outpacing podcasts and streaming music platforms as the primary audio medium for the automaker’s customer base.
The first-quarter 2026 findings from Edison Research, released April 29, 2026, surveyed 4,000 Americans annually to measure daily reach and time spent across all forms of audio consumption. Among Chevrolet drivers specifically, AM/FM radio commands 90 percent of in-car listening time, while podcasts capture just 11 percent of audio consumption across all listening locations including home, work, and vehicle. Ad-supported streaming platforms showed minimal audience share among Chevy drivers: Pandora at 9 percent, Spotify at 5 percent, YouTube Music at 1 percent, and ad-supported SiriusXM at 2 percent.
The research comes as Chevrolet faces competitive pressures in the automotive market. Reynolds and Reynolds reports that Chevrolet ranks ninth of 39 brands with a loyalty rate of 46 percent, while S&P Mobility research indicates that General Motors commands first place for multi-brand loyalty at 68 percent. The findings suggest that reaching existing Chevrolet owners and conquering drivers of competing brands requires a strong presence on AM/FM radio, the medium these audiences access most frequently during their daily commutes and errands.
“In the car, Chevrolet drivers listen most to AM/FM radio,” according to the study methodology, which asked respondents to identify the model year and brand of their primary vehicle. The research emphasizes that during solo commutes—identified as the typical commuting pattern in U.S. government studies—Chevrolet drivers cannot be reached by social media, online video, or digital platforms. Across all listening locations, Chevrolet drivers devote 72 percent of ad-supported audio time to AM/FM radio, representing a 13 percentage point advantage over the 64 percent U.S. average share for the medium.
The data carries significant implications for podcast producers and audio professionals seeking to target automotive audiences. While podcasts hold an 11 percent share of ad-supported listening among Chevrolet drivers across all locations, the medium remains substantially behind AM/FM radio and ranks above individual music streaming platforms. For Chevrolet dealerships and the brand itself, the findings underscore AM/FM radio’s unmatched reach in vehicle environments, where 83 percent of all in-car ad-supported audio consumption occurs on traditional broadcast radio.
The study positions AM/FM radio as the dominant vehicle for conquest marketing, particularly for reaching drivers of competing automotive brands. With an 83 percent share of in-car ad-supported audio across all drivers and a 64 percent share across all listening locations, AM/FM radio offers Chevrolet marketers an efficient channel to reach prospective buyers beyond the 46 percent of Chevrolet sales that come from brand-loyal existing owners. The remaining 54 percent of sales opportunities come from drivers currently owning competitive vehicles, a segment that demonstrably prefers AM/FM radio for audio consumption.
The “Share of Ear” methodology, now in its eleventh year of continuous research by Edison Research, represents the audio industry’s standard measurement for understanding how Americans allocate listening time across platforms. The quarterly releases provide detailed demographic and behavioral segmentation, allowing advertisers and media planners to align messaging with actual audience behavior rather than assumed preferences. Chevrolet’s notably higher-than-average AM/FM radio consumption—72 percent versus the 64 percent U.S. average—suggests that automotive audiences may skew toward traditional broadcast radio more heavily than the general population.
For the broader podcast and audio industry, the findings illustrate the persistent challenge that podcasts face in reaching certain consumer segments, particularly those in vehicle environments where AM/FM radio maintains structural advantages. While podcasts represent a growing audio format, the Chevrolet driver data suggests that in-car conquest and brand-building for automotive advertisers will continue to rely primarily on AM/FM radio, with podcasts serving as a supplementary channel for reaching audiences across multiple listening environments rather than as a primary in-vehicle advertising medium.
Source: Westwoodone — Read the original article →
