Edison Research

With an evolving media landscape and massive ad budgets to be deployed in the 2020 election cycle, new data from Edison Research showcases broadcast radio’s influence as a reliable and powerful means of targeting important voter segments. New analysis from Westwood One marks the first time political data from Edison’s “Share of Ear” has been analyzed for public release.

Among key findings from the latest “Share of Ear” Q2 2019 report:

Among registered voters, 80% of all daily time spent with ad-supported audio goes to AM/FM radio. That’s 11 times larger than ad-supported Pandora (7%), 20 times larger than ad-supported Spotify (4%), and 27 times larger than ad-supported SiriusXM (3%).

Broadcast radio has the highest share of ad-supported audio time spent among all three major political affiliations: Independents (79%), Republicans (82%), and Democrats (78%). AM/FM radio’s share of audio time spent is massively larger than the ad-supported platforms of Pandora, Spotify and SiriusXM.

AM/FM radio’s daily reach among Independents (68%), Republicans (75%), and Democrats (67%) is much greater than ad-supported Pandora, ad-supported Spotify, and ad-supported SiriusXM where daily reach across the three parties falls under 10%.

The study also illuminates how Pandora’s audience composition is changing from a heavy 18-34 Millennial skew in 2015 to a greatly reduced middle age audience in 2019, with modest growth among persons 55+. Among persons 18-24, Pandora experienced a 67% decline in audience share and a 43% drop among 25-34 year-olds.

Meanwhile, Pandora has seen modest growth among Boomers 55+. Persons 55-64 grew from a 3.2 to a 3.9 share in audience share. Pandora’s 65+ share increased 2.3 to 3.0. In 2017, Spotify began to surpass Pandora among 18-24s and by Q2 2019, Spotify has beaten Pandora among 18-24s by a 6 to 1 margin.

“To build name recognition, candidate perception, affinity, and voting intent, campaigns have to reach as many voters as possible,” Suzanne Grimes, Executive VP, Marketing, Cumulus Media and President, Westwood One said in a news release. “According to this new analysis, AM/FM radio has massive and powerful ad-supported audience shares among registered voters and key voter segments.”