Nielsen data: local radio still dominates U.S. media reach

Why Radio is #1: Insights from Nielsen’s Audio Today 2026

In a world dominated by digital streaming and endless scrolling, one medium quietly dominates: radio. Nielsen’s latest Audio Today 2026 report confirms what loyal listeners already know—radio remains America’s #1 audio platform for reach, time spent, and real-world impact. It reaches more people than any other medium, delivers unmatched ROI, and captures attention where it matters most: on the go.

Unmatched Monthly Reach

Radio reaches 93% of U.S. adults every month—higher than smartphones (89%), TV-connected devices (85%), or live + time-shifted TV (84%). Among younger adults (18-34), it still hits 89%, and it performs even stronger among diverse audiences: 93% of Black adults and 94% of Hispanic adults.

Year after year, radio outperforms every other platform in monthly reach, especially among underrepresented groups.

Leader in Ad-Supported Audio Time

Radio commands the majority of daily ad-supported listening time. In Q4 2025, it captured 61% among adults 18+, 70% among Black adults, and 55% among Hispanic adults—far ahead of podcasts, streaming music, and satellite.

More than 80% of all ad-supported audio time in vehicles belongs to AM/FM radio. It’s the soundtrack of commutes, errands, and road trips.

Out-of-Home Dominance: The Car Is Radio’s Home Turf

Radio listening is overwhelmingly out-of-home (65% of weekly use), and most of that happens in the car (68% of out-of-home listening). During weekday drive times, 73% of out-of-home listening occurs in vehicles—making radio the perfect medium for reaching consumers close to the point of purchase.

Perception vs. Reality: Radio Delivers Top ROI

Despite marketers often ranking radio low in perceived effectiveness, Nielsen’s Global Compass data shows it delivers some of the highest ROI globally trailing only social media. There’s a clear “perception gap”: ease of digital tracking doesn’t equal real impact. Radio consistently overdelivers, yet many brands underinvest.

The Power of Radio + Podcasts

Radio alone reaches 89% of 18-34-year-olds. Adding podcasts (with over 50% audience overlap) boosts incremental reach by about 5 points, pushing total coverage to nearly 100%. For younger audiences, the combo is unbeatable.

Bottom Line

Radio isn’t just hanging on—it’s thriving as America’s #1 reach medium, the undisputed leader in ad-supported audio (especially in cars), and a high-ROI powerhouse. In a fragmented media world, radio delivers massive, diverse audiences when they’re attentive and mobile. Brands ignoring it are leaving efficiency and impact on the table.

Radio reaches the most consumers, delivers significant ROI, and is far more effective than many marketers realize.

For the full Nielsen report – click here.

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