Study: AM/FM Radio Dominates Audio Listening Among GM Drivers.

A new analysis from Westwood One and Edison Research concludes that AM/FM radio remains the dominant ad-supported audio platform among General Motors drivers, giving automakers and dealers a powerful channel for reaching both loyal customers and owners of competing brands.

That’s according to an article authored by Westwood One Chief Insights Officer Pierre Bouvard, who examined listening habits of GM vehicle owners using data from Edison Research’s first-quarter 2026 “Share of Ear” study. The research is based on Edison’s ongoing examination of audio consumption in the U.S., which surveys thousands of Americans annually to measure daily listening across platforms. The study identifies respondents by the make and model of the vehicle they primarily drive, allowing researchers to analyze audio behavior by automotive brand.

The report argues that reaching current owners remains critical for automakers because brand loyalty plays a significant role in future vehicle purchases. According to data cited by Westwood One, GM leads the industry in multibrand loyalty, with 68% of customers remaining within the GM family of brands when they purchase another vehicle. Chevrolet, one of GM’s largest brands, has a loyalty rate of 46%, the report noted.

Among GM drivers, AM/FM radio accounted for the overwhelming majority of in-car ad-supported audio listening, according to the analysis. Bouvard noted that GM vehicle owners devote nearly nine out of every 10 minutes of their in-car ad-supported audio listening to AM/FM radio.

“AM/FM radio is the exclusive way to reach General Motors drivers during their commute and while they’re running errands,” Bouvard writes. “U.S. government studies report most commutes are a solo affair. In-car, General Motors drivers cannot be reached by social media, online video, or any digital platform.”

The dominance of radio extends beyond the vehicle, the report found. Across all listening locations, including home, work and other settings, AM/FM radio captures a substantially larger share of ad-supported audio consumption than competing platforms. Podcasts rank a distant second, while ad-supported music streaming services such as Pandora, Spotify and YouTube Music account for comparatively small shares of listening time among drivers of major automotive brands.

The findings also highlight radio’s ability to reach consumers who currently drive competing brands.

Westwood One’s analysis found that AM/FM radio commands an 83% share of all in-car ad-supported audio among drivers generally, making it the largest audio platform for reaching potential conquest buyers. The report argues that because a significant portion of vehicle purchases come from owners switching brands, radio offers automakers and dealers a practical way to communicate with prospective customers before they enter the market for a new vehicle.

Bouvard’s piece notes that the data reinforce a consistent pattern observed across numerous automotive brands studied by Westwood One this year: drivers continue to spend the majority of their ad-supported audio time with AM/FM radio. As automakers compete for future buyers, the report concludes that radio remains the medium drivers use most, both on the road and across their daily routines.