How’s this for an ironic twist? As many automakers rush to cut AM radio from their upcoming electric vehicles, new research shows that heavy listening to AM makes a car buyer more likely to buy EVs than someone who doesn’t.
According to Cox Automotive, the popularity of EVs is on the rise. Projections suggest that 2023 will see new EV sales in the US exceed one million units for the first time. This growth follows a steady increase in market share, which has risen from 1.5% in 2020 to an expected 6.5% in the first half of 2023.
In March and April of 2023, the Cumulus Media/Westwood One Audio Active Group, in partnership with MARU/Matchbox, conducted a study of 600 auto buyers in the Dallas-Ft. Worth area. Results indicated that only 15% of auto buyers would consider an EV, but if they regularly listened to AM or FM radio 23% were more likely to buy an electric car.
This is on top of Nielsen Scarborough data that says AM/FM radio listeners are 25% more likely to be considering a vehicle purchase than TV viewers, with radio reaching 13% more auto intenders than linear TV.
Automakers should take note: what happens when loyal AM listeners, who are more likely to buy EVs, show up to buy and yours doesn’t have AM, but a competitor’s does? Ford appears to have weighed this, at least for the time being.
At the same time, broadcasters take note: are you pushing products from companies that want less OTA radio to your P1s? And is your audience aware of the imminent threat?
Laughable article and not unexpected!
Many commenters here are so right on and this story is a bit off. People who wear RED shoes are more likely to listen to AM/FM radio? Nothing here really correlates the connection between driving and AM radio exclusively. Dallas’ latest Nielsen (6+) numbers show 4 AM stations with a total of around 10% of the AQH listener. Bottom line here addresses none of AM’s issues. The band is full of irrelevant programming for the general public, the fidelity is horrendous in most receivers and no one is addressing the numerous issues facing broadcast media. In 2023 technologists have the capability of fixing all broadcast media to eliminate the “differences” between AM and FM to the best of their ability. Obviously it’s not important enough to broadcasters or radio manufacturers to even consider those issues and the discussion will go on endlessly with no solution. Buying an EV is still a controversial topic. Does an EV negatively impact the environment more than an ICE vehicle? Do we have the infrastructure to support the EV ecosystem? What will the multi-million dollar oil industry magnates do when their business dries up ? How will broadcast media (still free) overcome the onslaught of online services (with their associated costs)? So many questions- and so many distractions.
Count me out! I will NEVER buy a EV! The batteries break down, you can’t work on a EV, all an EV represents is high ownership and maintenance expenses. As far as AM radio goes, Congress needs to mandate AM radio reception in car and other receivers just like the FCC mandated UHF channel reception for TV receivers years ago, and take NO excuses from corrupt billionaires wrecking the United States these days.
If I may, I would like to rebut your generalized statement about EVs.
You are right that the battery packs have a shelf life, but that lifetime has been steadily lengthening which each generation of the technology and more efficient methods of changing them out are already in the works. I’m not sure what you mean about “you can’t work on an EV” … for the most part, cars have steadily become more and more complicated and user repairs and maintenance simply is no longer a factor.
As for the “high maintenance expenses”, please consider this list of same which do NOT apply to EVs: Oil changes, tune-ups, transmission, exhaust systems, catalytic converters, engine coolant systems … how much per year do those cost the average car owner? Whatever that total, it represents expenses that an EV owner does not have.
The amount of fossil fuel deposits on this planet that have not already been extracted, refined, and literally burned off in internal combustion engine-driven cars, is finite. Sooner or later there simply isn’t going to be anymore gasoline, and your “I will NEVER buy a EV” statement will ring hollow.
As the Romeo Void song in the 1980s went: Never Say Never.
I agree with you wholeheartedly about AM being worthy of the same mandate of inclusion as was UHF some 60 years ago. However, I would like to gently correct you on the history: It was not a FCC mandate, but a Congressional one.
A mechanic pointed out to me recently that an EV needs coolant fluid replaced every year. 50 litres @ approx $70 per litre. That’s $3,500 per year just there. about 3 times more than it costs to service my diesel car 3 or 4 times a year.
Either you are being gouged or your EV’s battery pack coolant system is poorly designed. It’s well under $1000 for that annual maintenance expense on mine.
This report on Dallas-Ft. market, “Awkward For Automakers: AM Listeners More Likely To Buy EVs”….does not include an important Nielsen number that reports 87% of the market 12+ do not tune into the AM band at all during the week…hardly giving this report credibility…you need at least 1,000 respondents for some fort of “conclusion”.
Shouldn’t a GM in Baltimore for decades know the difference in AQH and Cume? One would think. And it does not take 1,000 people for a conclusion if properly fielded. However, was this study? How does one know the views in oil dependent Red State Texas which Hassern it’s share of electric outages are shared across the USA? We do not.
Quoted Research says “CONSIDER”, not “BUY”. This is the worst interpretation of Research I have seen in a Decade. Also, under reasons “Not to Buy EV” where are the results for no AM Radio? Or did Westwood One not ask question it did not want to know the answer to? Poor Q design as well.
Ding!, Ding!, Ding! David. Today it’s COOL to SAY you’ll buy an EV. To do it is another story. Your observation is as close to perfect as can be.