Radio is Still #1 Reaching Medium — and Nielsen’s Audio Today 2026 report proves it with hard data.
#1 in Reach
Radio reaches 93% of all U.S. adults every month — more than smartphones (89%), TV-connected devices (85%), or live TV (84%).
Even among the hard-to-reach 18-34 crowd, radio hits 89%.
Among Black consumers: 93%.
Among Hispanic consumers: 94%.
No other platform comes close to this universal, cross-demographic power.
#1 in Ad-Supported Audio Time
In Q4 2025, radio commanded:
- 61% of all daily ad-supported listening (Adults 18+)
- 70% among Black adults • 55% among Hispanic adults
Podcasts + radio together own 82% of all ad-supported audio time.
Streaming music? Just 15%.
Radio isn’t just big — it’s dominant.
#1 in the Car (Where Purchase Decisions Happen)
More than 80% of all ad-supported audio time in vehicles belongs to AM/FM radio.
74% of all out-of-home radio listening during drive times happens in the car.
When consumers are out of home, commuting, working, or shopping — radio is there.
#1 in Network Scale
93% of all radio listeners tune into a network-affiliated station every week (96% for both Black and Hispanic listeners). One buy, massive national scale.
#1 in Real-World Results
Nielsen Global Compass data shows radio delivers some of the highest ROI globally — trailing only social media, yet ranked dead last by marketers in perceived effectiveness. The perception gap is costing brands money.
The Winning Combo
Start with radio (89% reach among 18-34) + layer in podcasts (adds another 5+ points) = 94.4% total reach.
Nearly 100% coverage of younger audiences with just two audio channels.
Bottom Line
Radio isn’t “legacy.” It’s the #1 reach medium, the #1 ad-supported audio platform, the #1 in-car medium, and one of the highest-ROI channels available.
Marketers chasing the “new and next” are missing the medium that actually reaches the most Americans, every single day.
Radio is #1. Nielsen just proved it — again.
(Source: Nielsen Audio Today 2026 — How America Listens, March 2026)
