27% of the population are listening to podcasts regularly. Drivers and passengers are now been given an option to listen to topical podcasts of their choice. Previously radio stations offered a mix of musics, ads and talkback that was pitch to a general age/gender bracket. Anecdotally, I have know of many examples of a 2 hour drive being turned into a pleasant experience by listening to a favourite podcast. It would be hard to get solid stats on this thesis. Just a thought.