News brief
Cumulus and Westwood One study puts podcasts at 9 percent of in-car ad-supported audio
A Cumulus Media and Westwood One analysis reported on November 3, 2026 uses Edison Research Share of Ear data for Q3 2026. AM and FM hold 81 percent of ad-supported audio time in cars and trucks, and podcasts hold 9 percent.
By Inside Radio · Published · Announcement date
Inside Radio reported the Cumulus Media and Westwood One commuting analysis on November 3, 2026. The analysis draws on Edison Research Share of Ear data for Q3 2026 and two October 2026 surveys.
The Advertiser Perceptions survey covered 304 media agencies and brands from October 1 to October 13, 2026. It found 59 percent of marketers and agency staff commuted to the office all or most days in October 2026, up from 22 percent in April 2022. A separate Quantilope survey covered 1,600 United States adults aged 18 and up.
Edison Research Share of Ear for Q3 2026 puts AM and FM at 81 percent of ad-supported audio listening in cars and trucks. Westwood One said Spotify, Pandora, and podcasts are consumed mainly at home, so the return to office work moved them less.
A Westwood One analysis of the same Edison data, reported by Radio Ink on October 27, 2026, puts podcasts at 9 percent of in-car ad-supported audio time.
WHY IT MATTERS
Commuting time is growing again, and the car stays the weakest room for podcasts. A creator pitching car listening or automotive ads now has the two numbers that matter, 81 percent for AM and FM and 9 percent for podcasts, each tied to a named quarter and named sample sizes.
The study periods are Q3 2026 for Share of Ear and October 2026 for the two surveys. Those dates travel with the figures wherever they are quoted.
Announcement date: November 3, 2026
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