According to Edison’s Share of Ear, the perceived audience share of AM/FM radio is 28% among media agencies and brands. That is far smaller than the perceived 45% share of Spotify and Pandora combined. In reality, AM/FM radio’s actual share of audio time spent listening (40%) far exceeds the 28% perception.
There is a massive disconnect between the perception and reality of audio shares, not just with AM/FM radio… though the perception shift is widely in favor of other audio sources.
The chart below summarizes the perceived audio listening shares among brands and media agencies. Grey is from the August 2021 Advertiser Perceptions study. In blue are the actual ad-supported shares from Edison’s Q3 2021 “Share of Ear.” Quite a disconnect.