Edison Research will unveil new data on how crucial in-car listening is to radio at the 2018 Radio Show in Orlando next month. The findings will show that more than half of broadcast radio listeners (54%) listen exclusively in the car. In its “Share of Ear” study, Edison reveals that the car is the most popular place to listen to AM/FM radio.
The session, “Miles Different: In-Car Audio 2018” will take place Sept. 27 from 1:30-2:15pm and will be presented by Edison Research president Larry Rosin. During the session, Rosin will show that the younger the radio listener is, the more likely they are to listen to broadcast radio in a vehicle. Nearly two-thirds (62%) of those between the age of 13-34 listen to AM/FM radio in the car, and nowhere else. Looking at other demos, Edison found that 58% of those 35-54 and 46% of those 55+ listen to broadcast radio exclusively in the car.
Rosin will summarize data from the firm’s “Share of Ear” and “Infinite Dial” studies along with a unique tracking survey conducted with NPR, to show the state of in-car audio today.
The 2018 Radio Show, produced by the Radio Advertising Bureau (RAB) and the National Association of Broadcasters (NAB), will take place Sept. 25-28 at the Hilton Bonnet Creek and the Waldorf-Astoria in Orlando, FL.