Drivers have more choices than ever to be entertained when behind the wheel, yet most still listen good ol' AM & FM radio.

Unless you like to hear the thrum of tires on pavement or the roar of your engine, odds are you’re listening to something else while driving, whether music, a prerecorded book, a game or perhaps news or talk.

These days, motorists have any number of options on what to listen to – and how. Most cars still have CD players while a growing number are adding satellite radio, MP3 players, Bluetooth audio and other options. But according to a new study, those old-school media, AM and FM radio, still reign supreme.

Even in cars equipped with all those new media sources, the vast majority of motorists told Ipsos Research that they’re most likely to listen to standard, terrestrial radio.

“Our studies show that despite all the technological advances we’ve made when it comes to digital listening, the vast majority of Americans still prefer AM/FM radio overall,” said Thomas Spinelli, vice president with Ipsos MediaCT, “and especially expect it to be a part of their cars – in fact, virtually all said they wouldn’t buy a car without a radio.”

That’s a big surprise to those who thought AM and FM were a dying breed. In fact, 84% told Ipsos they listen at one point or another, 62% saying they turn the radio on at least once a day. And 67% said AM & FM stations are their primary source of audio entertainment.

According to Ipsos, cost is a key factor behind in-car entertainment choices. Only a small share of American motorists stream audio while driving, and just a third of those actually pay for those services. Of those who currently don’t subscribe, 80% said they have no interest in paying for such services in the future.

Automakers have been tinkering with the formula when it comes to offering motorists options, and a growing number of vehicles now come with built-in satellite radio, sometimes with short-term free subscriptions aimed at getting drivers hooked. But pricing is a factor limiting adoption of satellite radio, as well.

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Then there’s the CD. In a world where automakers are looking for every possible way to trim weight – which helps improve fuel economy – several manufacturers have been toying with the idea of abandoning disk players. But the Ipsos study might give them pause. It shows that 64% of motorists still report using their CDs while driving – and, on average, they carry 10.5 CDs in their cars.

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The study didn’t break out entertainment trends by age, so it’s unclear if younger drivers are showing more interest in alternatives.

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But “We’re certainly seeing reluctance amongst Americans to pay for music in the in-car environment,” said Spinelli. “The ability to listen to free music is important to Americans, as is their comfort with their current AM/FM setup. However, as new vehicles roll out, many of which are equipped with built in digital music services, we may see a shift in how Americans are thinking about listening in their cars.”