Research Shows For Honda Drivers, AM/FM Radio Rules

While the competition for in-car entertainment to reach a captive audio audience gets more crowded by the day, there’s good news for AM/FM radio from Edison Research’s just-released “Share of Ear” report for the first quarter of 2026.

A look at Edison’s in-car ad-supported listening data for adult 18+ drivers of, or riders in, a Honda — which, according to JD Power, has the second highest loyalty rate among all brands at 55%, and second among SUV brands at 62% — shows AM/FM radio far ahead of all other audio platforms, according to an analysis in a Westwood One auto blog. For nine competitive auto brands, AM/FM radio is just as dominant, with four of those other brands showing higher in-car listening shares for AM/FM.

AM/FM radio’s 83% share of ad-supported audio time spent in the car for primary drivers or riders of a Honda matches AM/FM’s overall in-car ad-supported share. “Among all drivers, AM/FM radio has an eye-popping share of in-car ad-supported audio,” Cumulus Media/Westwood One Audio Active Group Chief Insights Officer Pierre Bouvard says. “When it comes to reaching other brand owners, all roads lead to AM/FM radio!”

Edison’s “Share of Ear” data for in-car listening is based on respondents’ answer to the question, “What is the model year and brand of your primary car or truck — that is, the one vehicle you spend the most time driving or riding as a passenger?” For Honda specifically, AM/FM’s 83% share of ad-supported audio time towers over podcasts (8%), ad-supported Spotify (4%), ad-supported Pandora and SiriusXM (2% each) and ad-supported YouTube Music (1%).

AM/FM radio’s strong showing with Honda drivers isn’t limited to just in-car listening. When adding in ad-supported audio listening at home, work, and some other place, Edison shows AM/FM’s share at 62%, with podcasts at 23% and music-streaming platforms still with single-digit shares.

For all-location listening among all drivers, AM/FM remains the leader. “To reach drivers of competitive brands, AM/FM radio is ideal with its dominant 64% share of ad-supported audio in all locations,” Bouvard says.

Key takeaways from this data for auto marketers, and for Honda specifically? “To build an auto dealer brand, one must target current brand owners and those who drive the competition,” Bouvard says. “AM/FM radio is the exclusive way to reach Honda drivers during their commute and while they’re running errands. U.S. government studies report most commutes are a solo affair. In the car, Honda drivers cannot be reached by social media, online video or any digital platform while commuting to work.”