You’re investing in social media, running promotions, and optimizing your digital campaigns.
But your most profitable customers might not be where you’re focusing your budget.
A new study conducted by Cumulus Media / Westwood One in partnership with Quantilope (1 ,000 shoppers surveyed in September 2025) reveals a key finding: consumers of audio content—and podcast listeners in particular—spend more in the automotive sector.
If you work in auto parts, maintenance, accessories, or even automotive distribution, this applies directly to you.
1. Podcast listeners spend more
The average annual spending on auto parts in the United States is $626.
But:
- Regular podcast listeners spend 22% more than the average.
- Heavy podcast listeners spend $765 a year.
- Heavy social media users spend $714.
In other words, the people who listen the most are also the ones who invest the most in their vehicles.
And it's not just about replacement parts. It extends to the entire automotive ecosystem:
- Interview
- Tires
- Accessories
- Repairs
- In-Store Services
- Auto E-commerce
2. The more you drive, the more fuel you use… and the more you listen
Drivers who travel more than 320 km per week spend 44% more than the average ($900 per year).
And they are also big consumers of audio.
The connection makes sense:
- The more you drive, the more wear and tear your vehicle sustains.
- The more maintenance you need.
- The more time you spend in the car… listening.
Podcasts are perfect for long trips. They hold your attention over time. They create an intimate connection.
When you advertise on a podcast, you’re not talking to someone who’s scrolling— you’re speaking to someone who’s actually listening.
3. Younger generations are looking for services, not just parts
38% of 18- to 34-year-olds say that service offerings (oil changes, battery tests, fluid checks, etc.) strongly influence their choice of store.
The younger generation wants:
- Simplicity
- Support
- On Pedagogy
Advertising on podcasts related to your industry or target audience is ideal for this, as it allows you to explain, reassure, and educate.
It positions your brand as an expert and approachable.
In a field that is sometimes perceived as technical or intimidating, this is a strong competitive advantage.
4. Budgets are shifting toward social media. The value lies in audio.
In 2025, advertising spending in the automotive aftermarket reached $469 million.
Social media has become the leading platform in terms of investment.
But the biggest spenders are still audio listeners.
There is therefore a discrepancy between:
- Where Brands Are Investing
- Where their best customers are
This discrepancy represents a strategic opportunity.
5. Podcasts build a brand over the long term
The automotive industry has long prioritized promotions.
But research by Les Binet and Peter Field shows that an exclusively short-term strategy undermines growth.
Podcasts offer something else:
- Evoke Emotion
- Building Memory
- Building Trust
- Building a Lasting Relationship
A car is not just a functional product; it also represents freedom, safety, reliability, and a certain sense of pride.
It is these emotional aspects that create brand preference.
What This Means for You
If you work in the automotive industry, you should:
- Reallocate part of your budget to audio, particularly podcasts.
- Focus on brand messaging, not just promotional messages.
- Highlight your services to attract young drivers.
- A hybrid approach: brick-and-mortar store + e-commerce.
Podcasts are not a secondary medium; they are a strategic tool for reaching high-value drivers.
And if your best customers are already listening, the real question is simple: are you reaching them?
If you’d like to learn more, contact us.
Schedule a 30-minute, no-obligation consultation.
Join our webinar: How to Run Effective Audio Ads.
