As the audio industry continues to evolve from physical to digital media, radio may present a question mark for audio advertisers — who is radio reaching these days? Edison Research’s most recent Share of Ear study revealed that radio is still the dominant way listeners enjoy audio in their cars, despite the steady shift to digital platforms. Three-quarters of Americans listen to AM/FM radio in the car, well ahead of the next most-used option, online audio (55%).
Radio also accounts for the largest share of in-car listening, accounting for 57% of all time, followed by 15% for SiriusXM and 15% for streaming music, a steep drop-off.
While reaching consumers in their cars may not seem essential, it makes up a larger portion of listening than advertisers may expect, accounting for 29% of all audio consumption. And the medium shows even stronger trends among listeners ages 35 and up, with 60% of 35-54-year-olds’ in-car listening and 64% for those 55+.
Many advertisers are focused on engaging with younger audiences, but these listening segments provide brands with the opportunity to connect with individuals with significant purchasing power and increased spending through a trusted media source. NPR listeners age 35+ are 38% more likely to have a household income of at least six figures and 71% more likely to earn over six figures individually. They’re also shoppers, being 39% more likely to have spent at least 1,000 dollars online shopping in the past six months.
Listeners agree that they pay attention to the ads they hear on NPR and are more likely to purchase from brands that support NPR programming — tap into the trusted content radio users turn to in their day-to-day lives and reach a highly valuable audience.
Sources: Edison Research Share of Ear Q2 2025; Infinite Dial 2025; MRI-Simmons 2024 Fall Doublebase USA.
