Back To Work: Average American Commuting Returns And AM/FM Radio Continues To Dominate In-Car Listening
The Cumulus Media | Westwood One Audio Active Group® commissioned a MARU/Matchbox study to examine the commuting habits of everyday Americans. The nationally representative study was conducted April 2024 among 1,617 adults 18+. These results were compared to the same questions asked by Nielsen and MARU/Matchbox over the past four years.
Here are the key findings:
85% of average Americans are commuting to work
Among average Americans who commuted to work prior to the pandemic, the April 2024 MARU/Matchbox study found 85% are currently working outside of the home. This is consistent with the last two years.
The “back to the office” gap between average Americans and advertisers and media agencies has closed. In early 2022, average Americans were much more likely (+23 points) to be working outside the home versus those in a media and marketing industry study conducted by Advertiser Perceptions. As of April 2024, an equal proportion of advertising industry and everyday Americans commute to work.
Average Americans are clocking slightly more days at work (4.3) compared to the advertising industry (4)
Compared to ad industry workers, typical Americans are more likely to be exposed to outdoor ads and AM/FM radio commercials since they commute slightly more days.
AM/FM radio’s share of ad-supported audio in the car has been consistently dominant at an 86% share, according to Edison Research’s Q1 2024 “Share of Ear” report
Edison Research’s quarterly “Share of Ear” study is the authoritative examination of time spent with audio in America. Over the last decade, Edison Research has surveyed 4,000 Americans annually to measure daily reach and time spent for all forms of audio.
In the recently released Q1 2024 study, AM/FM radio’s share of in-car listening to ad-supported audio is a dominant 86% share. Since 2017, AM/FM radio’s share of ad-supported in-car listening has been steady in the high 80s.
For marketers and media agencies the message is clear: Out-of-home media audiences have roared back as billboards, digital signage, and AM/FM radio offer mass reach at full pre-pandemic levels.
The return-to-work trend has less of an impact on digital audio such as Spotify, Pandora, and podcasts, which are primarily consumed at home.