Queen of the Road: Edison’s Latest “Share of Ear” Data Confirms Radio’s Dominance for Public Media Sponsors
What if you were queen and no one knew? This is the case for AM/FM radio in 2025. Here is information you can add to your public radio station’s corporate support underwriting value proposition (UVP). Let all sponsors know the reach and efficiency your station brings to the table. They and you may be surprised at the power of radio in cars right now compared to other media.
Edison Research’s quarterly “Share of Ear” study is the authoritative examination of time spent with audio in America. The study, now in its eleventh year, surveys 4,000 Americans annually to measure daily reach and time spent for all forms of audio.
Here are the key findings from Edison’s Q3 2025 “Share of Ear” report (from Pierre Bouvard – Cumulus Media’s analysis report, December 8, 2025):
AM/FM Radio and Podcasts Dominate Ad-Supported Audio
With a 64% share of ad-supported audio, AM/FM radio remains the dominant audio platform for marketers. Meanwhile, podcasts have reached a 20% share, providing the scale and demographic mass appeal to be considered a major media solution.
In contrast, streaming music services remain niche players with only a combined 13% ad-supported audio share between Spotify, Pandora, YouTube, and Amazon Music.
Key Findings from the December, 2025 Analysis Include:
- AM/FM radio dominates ad-supported audio with a 64% share, followed by podcasts (20%).
- Ad-supported music streaming platforms have audience shares in the low to mid-single digits: Spotify (6%), Pandora (5%), YouTube Music (1%), and Amazon Music (1%).
- Marketers and media agencies significantly overestimate audience shares to Pandora/Spotify and massively underestimate AM/FM radio audiences.
- As older demographics flock to the medium, the median age of podcast listeners has risen from 29 in 2017 to 39 in 2025.
Why Radio Is Critical for National Reach
You’ll miss two-thirds of America if your audio media plan only has digital audio; Adding AM/FM radio causes your total reach to surge from 33% to 74% of the U.S. population. To reach consumers on the path to purchase, look no further than AM/FM radio; With an 84% in-car share, AM/FM radio is undeniably the “queen of the road.”
Breaking Down Daily Audio Consumption
In the third quarter of 2025, Americans spent an average of 3 hours and 53 minutes daily with audio. Of that, 64% occurred in ad supported environments, with radio commanding the largest share at 62%, followed by podcasts (20%), streaming music (15%), and satellite radio (3%).
Combined, radio and podcasts accounted for 82% of daily ad supported listening, underscoring their continued dominance for advertisers targeting engaged audiences.
Winning with Key Target Demographics
Radio’s reach remains strong across nearly all age groups:
- Ages 18–34: Radio accounts for 43% of daily audio time (Podcasts: 31%).
- Ages 25–54: Radio accounts for 59% of daily audio time (Podcasts: 24%).
- Persons 35+: Radio reaches 69% of daily audio time (Podcasts: 16%).
Educating Our Business Supporters
Have you read and seen similar research before? Yes, radio has been the dominant reach media for years, but perceptions can lag behind the data. Our job in corporate support is to demonstrate to business supporters why placing their message on public radio’s broadcast and digital platforms is one of the best marketing decisions they can make.
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