Cumulus/Westwood One's Pierre Bouvard Looks At Edison's Share Of Ear Third-Quarter Highlights

Bouvard

EDISON RESEARCH's Share of Ear study of American audio use recently released its third-quarter data, and CUMULUS/WESTWOOD ONE Chief Insights Officer PIERRE BOUVARD takes a dive into the findings in a post at the syndicator's blog TODAY (12/3).

BOUVARD points to five key trends in the quarterly report, namely that PANDORA and SPOTIFY's audience share is incorrectly inflated in the minds of advertisers and agencies (AM/FM has a 47% share, ad-supported PANDORA 4%, and ad-supported SPOTIFY 2%, as opposed to advertiser and agency assumptions of 36%, 21%, and 23%, respectively); Americans "spend substantially more time daily with AM/FM radio than SPOTIFY and PANDORA," dominating with almost two hours of daily Time Spent Listening (persons 18+) as opposed to 12 minutes with PANDORA and 10 minutes with SPOTIFY; AM/FM remains well ahead in reach; SPOTIFY's ad-supported audience "has not grown in over two years," with all of its growth on the ad-free subscription side; and smart speaker ownership is up to 24% in OCTOBER and is likely to grow further this holiday season.

Read BOUVARD's post here.

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