In a digital age dominated by streaming platforms and mobile devices, loud voices, like software and tech companies, holler to the rooftops that traditional AM/FM radio has lost its appeal, especially among the younger generation. However, recent findings from Edison Research's Share of Ear study shed light on a surprising trend: Gen Z spends a significant amount of their in-car listening time with good old-fashioned radio.

After surveying over 4,000 Americans, Edison Research recently released their Share of Ear findings for the last quarter of 2022. Revealed within these results are flawed perceptions, continued dominance, and informed projections; all pertaining to radio, podcasts, streaming services, and everything audio-based in between.

People are watching and scrolling less, and listening more. And yet, audio marketing is where electric cars were a decade ago. Very much present but sort of mysterious…and that’s what makes its future so bright.

Here in the Boise boom, we know first hand that radio is defined by local people, stations, talent and businesses. And it’s why radio advertisements are at worst potent, and at best can transform a business.