The State of American In-Car Audio
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Transcript of The State of American In-Car Audio
The State of American In-Car
Audio
• In-car audio consumption
• In-car share of audio
time spent
• How Americans commute
to work
Agenda
The data: about Edison’s Share of Ear
“Share of Ear” is the authoritative and definitive view of how Americans consume audio content. Edison reports share of audio time spent and percentage of Americans who use each content source. In this study, the focus is on audio listening in the car or truck.
Edison Research conducts a quarterly study to track consumer use of audio. Each quarter, 2,000 respondents keep a 24-hour diary to record audio usage. Each released study reflects 8,000 respondents, representing a rolling four-quarter average.
Edison is a leading provider of AM/FM radio research, with more than 20 years experience. They also conduct exit polling for all national elections for America’s television networks.
The majority of all audio listening occurs in the car
Source: Nielsen; Diary markets, Spring 2016 NRD, P12+, M-Su 6a-12M.
3%
20%
36%
42%
Other place
Work
At home
Car/truck
Share of location for all audio consumption
76% 75%67%
P18-34
Millennials
P35-49
Gen X
P50-64
Boomers
Source: RADAR 131, December 2016, AQH, M-Sun 6AM-Mid
Three-quarters of Millennial and Gen X listening occursaway from home
% of time spent listening to AM/FM radio out of home
Each day,
Americans listen to
75 minutesof in-car audio
Source: Edison Research, “Share of Ear,” Q1-Q4 2016. Persons 18+
AM/FM radio dominates audio in the car
0.1%
0.3%
0.4%
1%
1%
1%
1%
1%
3%
9%
12%
71%
Ad-free Pandora
Ad-free Spotify
Music videos on YouTube
Podcasts
Other streaming audio
Other
Ad-supported Spotify
Ad-supported Pandora
Ad-supported SiriusXM
Owned music
Ad-free SiriusXM
AM/FM radio
Share of audio time spent in-car among persons 18+
Source: Edison Research, “Share of Ear,” Q1-Q4 2016. Persons 18+, in-carSiriusXM: Ad-supported: Spoken Word. Ad-free: MusicPercentages may not add up to 100 due to rounding
In the car, AM/FM is the king of the road
Share of audio time spent in-car versus total share of audio time spent in all locations
71%
9%15%
3%
52%
12%7%
13%
AM/FM Owned music SiriusXM All streaming
In-car Total
Source: Edison Research, “Share of Ear,” Q1-Q4 2016. Persons 18+
In car, “The Big Three” content platforms represent 95% of audio time spent
“The Big Three”
95%
Other
5%
AM/FM radio
SiriusXM
Personal music
Source: Edison Research, “Share of Ear,” Q1-Q4 2016. Persons 18+
In-car audio’s share is strong all day and peaks 3-7PM
Share of all audio time spent in the car
13%
31% 32%
38%
17%
12AM-6AM
Overnights
6AM-10AM 10AM-3PM 3PM-7PM 7PM-12AM
Source: Edison Research, “Share of Ear,” Q1-Q4 2016. Persons 18+
In an average day,
Americans spend
53 minuteslistening to AM/FM radio
in the car
3
7
11
53
Streaming &
podcasts
Owned music
SiriusXM
AM/FM radio
Minutes spent listening in an average day
Source: Edison Research, “Share of Ear,” Q1-Q4 2016. Persons 18+
AM/FM in-car reach remains steady
Source: Nielsen; Diary markets, Spring 2016 NRD, P12+, In Car Listening, Weekly Cume Rating, M-Su 6a-Mid
% of persons 12+ reached weekly by AM/FM radio in car
78% 78% 77% 76% 76% 75%
2011 2012 2013 2014 2015 2016
Source: AM/FM location of listening: Nielsen RADAR 131, December 2016; All Radio Stations Persons 12+, AQH
M-SU 6AM-MID; Streaming Location: Edison Research, “Share of Ear,” Q1-Q4 2016. Persons 18+
AM/FM radio reaches shoppers out of home and close to the point of purchase
67%of AM/FM listening is
away from home
36%of streaming audio
listening is away from home
Only
5%Public
transportation
9%Other
86%Drive in a car
or truck
Of the 146 million Americans commuting to work daily,the majority drive in a car or truck
Source: U.S. Census Bureau, 2014 American Community Study
% of commuting by method
89% of car commuters
drive alone
In New York, the capital of media planning and buying, only 25% of people commute by car
Source: U.S. Census Bureau, 2014 American Community Survey, 1 year estimates. Means of transportation to work. American fact finder
City% that commute by car
or truck
% that commute by public
transportation
New York City 25% 57%
Los Angeles 84% 6%
Chicago 79% 12%
San Francisco 69% 17%
Dallas 91% 2%
Houston 91% 2%
Washington DC 76% 14%
Atlanta 88% 3%
Philadelphia 81% 10%
Boston 74% 13%
Total U.S.A. 86% 5%
Commuting habits of media buyers and plannersinfluence how they buy radio
Source: NuVoodoo Study of 423 advertising decision makers, media planners, and buyers, Fall 2015
Media buyers and
planners who
commute by car are
75%more likely to advertise
on AM/FM radio
16%
28%Commute by car
Commute by mass transit
% of media buyers and planners who advertise on the radio
Summary of key findings
In-car audio is huge42% of all audio is consumed in the car. The average American listens to 1 hourand 15 minutes of in-car audio each day.
“Big Three” audio platforms persistDespite emerging audio sources, 95% of in-car tuning comes from three established platforms (AM/FM radio, SiriusXM, owned music).
AM/FM is the king of the roadWith a 71% share of in-car time spent, AM/FM is America’s number one mass reach medium. Americans spend 53 minutes a day listening to AM/FM radio in the car.
Commuting habits influence media buyingOf the millions who commute daily, 86% of Americans drive in a car. Media buyers and planners who commute by car are 75% more likely to advertise on AM/FM radio.
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