Study: Honda Drivers Use AM/FM for Ad-Supported Listening

Why It Matters

The findings signal a continued premium for broadcast advertising targeting Honda drivers, a sizable segment that remains largely unreachable through social or video channels during commutes. Brands can leverage this insight to allocate spend toward AM/FM slots for higher reach and engagement.

Key Takeaways

• 83% of Honda drivers' ad‑supported listening occurs on AM/FM radio.
• Only 8% of their ad‑supported audio time is spent on podcasts.
• Across home, work, and other settings, Honda drivers allocate 62% to AM/FM.
• Solo commutes limit Honda drivers' exposure to social media and video platforms.
• Advertisers can target Honda drivers via traditional broadcast slots.

Pulse Analysis

The Audio Active Group’s latest Share of Ear analysis uncovers a striking preference among Honda owners for AM/FM radio when consuming ad‑supported audio. While the broader market sees a surge in streaming and podcast consumption, Honda drivers remain anchored to terrestrial broadcasts, especially during solo commutes where mobile data or video platforms are impractical. This behavior underscores the enduring relevance of linear radio in a fragmented audio landscape, offering a reliable touchpoint for advertisers seeking to capture attention in the vehicle environment.

For marketers, the data translates into a clear strategic directive: prioritize broadcast ad inventory to reach Honda drivers effectively. Traditional radio’s ability to deliver localized, real‑time messaging aligns with the commuting patterns of this cohort, who spend the majority of their ad‑supported listening time behind the wheel. Brands that have shifted heavily toward digital audio may need to rebalance budgets, integrating AM/FM spots to maintain presence among drivers who are otherwise insulated from social media and video ads during travel.

The broader implication extends beyond Honda to other vehicle segments where solo driving dominates. As automakers increasingly embed infotainment systems that support both streaming and broadcast, the competitive advantage of AM/FM may evolve, but its current dominance suggests a near‑term window for high‑impact, cost‑efficient advertising. Companies that harness this insight can craft campaigns that blend traditional radio’s reach with complementary digital retargeting, ensuring a seamless brand experience across the driver’s journey.