Xperi details how connected cars are transforming traditional radio into a data-driven advertising channel, enabling precise targeting, measurement, and attribution for advertisers. This shift allows radio to integrate into omni-platform campaigns, similar to Connected TV (CTV), enhancing its value for both advertisers and broadcasters. DTS AutoStage, Xperi's platform, is highlighted as a key enabler in this evolving ecosystem, powering over 14 million vehicles globally.
The transition of the dashboard into a measurable digital environment solves radio’s historical 'black box' measurement problem, allowing it to compete for performance-based budgets previously reserved for digital and CTV. For the streaming ecosystem, this integration bridges the gap between home-based video and mobile/in-car audio, creating a unified cross-device loop for attribution. As automotive OEMs increasingly move toward software-defined infotainment, the ability to deliver real-time listener behavior marks a shift from broad reach to outcome-based buying. Watch for Mercedes-Benz and other Tier 1 luxury brands to incorporate more visual-audio hybrid formats as they scale these addressable in-car environments.
The push to modernize in-car measurement comes as AM/FM radio maintains a commanding lead over digital rivals in the automotive space. According to Edison Research’s Q1 2026 'Share of Ear' data, 55% of all in-car audio time among Americans aged 13 and older is spent with AM/FM radio, while streaming audio remains a distant second at 16%. This dominance is especially pronounced among the 35-54 demographic, where radio captures 60% of in-car listening time, offering advertisers access to a high-purchasing-power audience that is 39% more likely to have spent over $1,000 online in the past six months, per National Public Media in late 2025.
From a corporate perspective, Xperi is aggressively scaling its automotive footprint to offset revenue pressures in other segments. During its Q4 2025 earnings briefing in February 2026, Xperi reported a 40% year-over-year increase in its DTS AutoStage footprint and announced that Mercedes-Benz would be the first OEM to launch its TiVo-powered video service alongside audio. Xperi CEO Jon Kirchner noted that the company expects to double its media platform revenue by 2026 through the monetization of this connected car data. By April 2026, the company further expanded this capability by launching the DTS AutoStage Broadcaster Portal Premium, which provides near real-time station rankings across 302 U.S. markets.
This evolution is mirrored by broader shifts in automotive advertising. Per a June 2026 report from exchange4media, while traditional TV ad volumes for auto brands peaked early in the year and then softened, radio remained resilient, actually increasing its market share in the media mix during the first quarter. As the global automotive infotainment market is projected to reach $48.2 billion by 2030, according to Virtue Market Research, the ability to integrate radio into the programmatic tech stack is becoming essential for broadcasters to retain their portion of the $38 billion automotive advertising market.
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