In case your clients need reminding and despite the fight over AM, traditional radio still reigns supreme in the automobile. Xperi’s DTS surveyed more than 2,900 US car owners and leasers and found that 72% listened to OTA radio, compared to 24% for satellite radio and 14% using Apple CarPlay.
81% say music is a must-have when driving, with only single-digit percentages saying the same for podcasts or audiobooks. Not only is music radio considered “essential” to their driving experience, but when breaking news happens, 87% turn to AM/FM for information while in the car.
DTS closes the report saying, “As the data makes clear, the importance of the personal vehicle to consumers is strong, music is what they are listening to while driving, and radio is where they source it.”
One argument that seems to be getting lost here: The “apps” and satellite services are all pay services. Don’t pay your bill and your “radio” goes silent. But conventional AM and FM radio are free. Of course, many of us country people live in areas where the “apps” are useless, as mobile phone service is unavailable. Verizon, AT&T, etc. all believe that the cows, horses, deer, and bears don’t need mobile phones or the “apps” that go with them.
To the broadcasters: Let’s put some worthwhile programming on the air, especially on those AM stations that the car manufacturers want to eliminate access to. What does it cost for the car manufacturers to retain AM? A 25 cent IC chip and a couple of IF cans?
This survey by DTS doesn’t face the AM elimination debate clearly. It lumps AM and FM together.
“Of those who listen to audio in the car, 81% say music is primarily what they listen to….Consumers Overwhelmingly Turn to AM/FM Radio for Their In-Vehicle Music”
How many AM stations are primarily music formatted? Not many any longer in the top 150 markets.
Mandating AM radio in cars is not going to get listeners to tune to it if they aren’t interested in the programming. Younger listeners want Android Auto and Car Play. They don’t even know what AM radio is, let alone listen to it.
Maybe I’m missing something, but it seems to me that the bigger companies are placing more emphasis on apps in the hope that Car Play and Android Auto will be the way of the future. I really don’t hear much from them about saving AM.
Am I the only one that sees the irony in broadcasters, who have been walking away from their AM signals for over 10 years, suddenly learning how important those same signals are in getting the word out?
Beware the AM stations running ads right now for Ford and Tesla. Cars that will not be able to receive them. What were they thinking about? Driving in their own coffin nails?
I drive a Tesla with out AM, however I connect to the AM stations that I want, even in different ADI though their app my phone and Bluetooth in the car. Simple!