Edison Research‘s latest “Share of Ear” study reveals that Honda drivers devote 83 percent of all in-car ad-supported audio consumption to traditional AM/FM radio, underscoring radio’s dominance as the primary audio platform during vehicle commutes and errands.
The Q1 2026 data, released by the research firm and analyzed by Cumulus Media and Westwood One, surveyed 4,000 Americans annually to measure daily reach and time spent across all audio formats. Among Honda drivers specifically, AM/FM radio commands an overwhelming share of in-vehicle listening, with podcasts capturing just 23 percent of overall ad-supported audio time across all listening locations. Streaming music platforms show substantially lower engagement among Honda owners: ad-supported Pandora accounts for 6 percent, Spotify 5 percent, YouTube Music 2 percent, and Amazon Music 0.6 percent. Across all listening environments—home, vehicle, work, and other locations—Honda drivers allocate 62 percent of ad-supported audio time to AM/FM radio.
The research builds on existing data about Honda’s brand loyalty. According to JD Power, Honda holds the second-highest loyalty rate among mass market auto brands at 55 percent, and ranks first for the second consecutive year among mass market SUV brands with a 62 percent loyalty rate. These figures mean that between 55 and 62 percent of Honda’s sales come from existing brand owners, with the remainder drawn from drivers of competing manufacturers.
Pierre Bouvard, Chief Insights Officer of the Cumulus Media and Westwood One Audio Active Group, emphasized the strategic importance of the findings for automotive advertising. “In the car, Honda drivers cannot be reached by social media, online video, or any digital platform while commuting to work,” according to analysis published by Westwood One. The data notes that U.S. government studies report most commutes involve solo drivers, making AM/FM radio the exclusive medium for reaching Honda owners during these critical listening moments.
For Honda dealers seeking to reach drivers of competing brands, the study identifies AM/FM radio as the dominant platform, with an 83 percent share of total in-car ad-supported audio across all automotive brands. Across all listening locations, AM/FM radio maintains a 64 percent share of ad-supported audio among drivers of competitive brands, making traditional broadcast radio the most efficient channel for cross-brand automotive advertising and dealer outreach.
The findings carry significant implications for automotive advertisers and media planners. As digital platforms and streaming services continue to expand their audiences nationally, the data suggests that in-vehicle listening remains distinctly different from consumption patterns at home, work, or other locations. The 83 percent in-car figure for AM/FM radio among Honda drivers represents one of the highest platform concentrations documented in recent audio research, with no competing platform capturing more than a single-digit percentage share during vehicle commutes.
The “Share of Ear” study, now in its eleventh year of continuous tracking, has become the industry standard for measuring audio time use across demographic groups and listening contexts. Edison Research’s methodology asks respondents about their primary vehicle and brand, then correlates their audio consumption habits with their automotive choices. The Q1 2026 release marks the latest iteration of data that tracks listening patterns across traditional broadcast radio, podcasts, music streaming services, smart speakers, and other emerging audio platforms.
For the podcast industry and audio production sector, the data underscores the persistent challenge of gaining meaningful share among automotive audiences during commute hours. While podcasts command 23 percent of Honda drivers’ overall ad-supported audio time across all locations, their in-car share remains substantially lower than AM/FM radio’s dominance. The findings suggest that despite podcast growth in recent years, traditional radio maintains structural advantages in automotive advertising markets, particularly for reaching current vehicle owners during their daily commutes and local errands.
Source: Westwoodone — Read the original article →
