Nielsen's latest Audio Today 2026 report, released Monday, reaffirms AM/FM radio's dominance in audience reach and advertising effectiveness amid industry challenges.
Key findings highlight radio's powerhouse status:
- Radio reaches 93% of all U.S. adults monthly—outpacing smartphones (89%), TV (84%), and PCs (76%)—with near-universal penetration among Hispanic (94%) and Black (93%) consumers.
- It delivers the highest ROI among platforms (trailing only social media), despite marketers often ranking it lower in perceived effectiveness—a notable "perception gap."
- AM/FM radio captures over 80% of ad-supported audio time in vehicles, with nearly 75% of out-of-home listening during peak drive times happening in cars, positioning ads close to purchase decisions.
- Radio alone reaches 89% of adults 18-34; adding podcasts boosts incremental reach by 5 points, nearing 100% coverage for this key demographic.
- Combined, radio and podcasts account for over 80% of daily ad-supported audio time, dwarfing streaming music's 15% share.
The report emphasizes that while monthly reach remains exceptionally strong (over 9 in 10 U.S. adults), on-demand options like podcasts are increasingly vital for frequent—weekly or daily—engagement, especially among younger listeners.
Nielsen presents these insights in a 15-page PDF that underscores radio's value for national advertisers, even as the industry navigates macroeconomic pressures—including Cumulus Media's recent second bankruptcy in a decade and shift to privatization.
A section on network radio appears amid ongoing sensitivities, including Cumulus's paused lawsuit against Nielsen following the company's Chapter 11 filing under CEO Mary Berner. The core question remains: Will advertisers and CMOs heed the data on radio's unmatched reach and ROI, or will perceptions continue to lag behind the numbers?