Drivers Want Access To Emergency Info On Dashboard Displays, Survey Finds.

As lawmakers in Washington debate whether to make AM required in-dashboard equipment on all vehicles sold in the U.S., new data shows that many Americans see their dashboard displays as a place to get more than just a song title or an advertiser pitch. Jacobs Media finds a majority 58% of people surveyed for its upcoming Techsurvey 2025 say they are very interested in seeing emergency weather information on in-car receivers.

The same listeners are also looking for breaking news alerts, with nearly half (48%) reporting they’d be interested in seeing real-time news alerts on the displays. And 44% would like to be able to access breaking traffic alerts.

While song title and artist remain “table stakes” according to Jacobs Media, with two-thirds of those surveyed saying they would expect to see that information on car dashboard displays, the survey finds drivers would rather know about a severe thunderstorm or interstate closure than what song is going to play next. Jacobs Media’s President Fred Jacobs says in a blog post that those local service element alerts — weather, traffic, news — likely rank high since it is the sort of information that cannot be easily accessed while behind the wheel.

The survey also asked radio listeners how closely they pay attention to the in-car dashboard display. Half (49%) of those surveyed say they pay “close” or “above average” attention to the displays, with only 8% saying they pay “very little” attention to the displays. The data also shows a clear gender gap as women are more likely than men to be relying on the displays by a 56% to 43% margin.

Jacobs Media says the data shows younger, digitally-native Gen Z and Millennial audiences are most likely to rely on the displays. It says seven in ten Gen Z members pay close attention, while six in ten Millennials do. That compares to 54% of Gen X listeners who say they frequently look down at the displays, and 43% of Baby Boomers.

Techsurvey data is based on the responses from core radio users surveyed from names in radio station databases.

Advertising potential, and not breaking news alerts, may be driving many broadcasters to use the dashboard screen as a new way to connect with listeners. Cumulus Media is the latest to embrace the effort when it inked a deal last month to implement the Quu in-dash visual messaging technology across its 400 radio stations. Cumulus joined Audacy, Beasley Media Group, Bonneville, Cherry Creek Media, Cox Media Group, Fort Myers Broadcasting, Hubbard Radio, Saga Communications, Salem Media Group and other radio groups that have implemented the technology.

Quu sends visual elements, like text, logos and images to vehicle dashboards, synchronized with radio commercials and programming. The system works with any analog radio that can display RDS messaging and with HD Radio receivers. Quu will release its second annual In-Car Vehicle Study next month.