AM/FM radio reaches 87% of U.S. adults every week, giving advertisers the broadest, most consistent audience of any major media platform, according to Nielsen Audience Insights.
The medium performs even stronger with younger listeners, reaching 81% of Adults 18-34 weekly — higher than any other measured platform.
Despite Americans spreading their time across more media options than ever, radio continues to deliver massive scale and reliability that complements today’s fragmented media habits.
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Weekly Reach Across Platforms 18+
As consumers spread their attention across an ever-growing array of platforms, radio remains one of the few media channels that delivers broad, consistent reach across virtually every audience. According to Nielsen Audience Insights, radio continues to deliver exceptional reach among Black Adults 18+ and Hispanic Adults 18+, outperforming or strongly competing with other measured media in these important segments. For advertisers seeking to connect with America’s increasingly diverse consumers, radio offers unmatched scale and efficiency.
Radio remained remarkably consistent year over year, with stable listening across all other measured audiences.
Television viewing rebounded in Q1 2026 (from Q4 2025), led by Black Adults 18-49, Black Adults 18-34, and Adults 65+. The increase reflects Q1's typical seasonal lift, driven by marquee events including the Super Bowl and the Winter Olympics.
Daily smartphone App/Web usage increased by an average of 1 minute, 28 seconds in Q1 2026, with the largest gains among Black Adults 18-34 and Black Adults 18-49. The growth reinforces that consumers are adding digital media to their routines, not replacing radio.
The latest Nielsen data reinforce an important reality for advertisers: media consumption is expanding rather than shifting from one platform to another. While television experienced a seasonal rebound and smartphone engagement continued to grow, radio maintained its position as one of America's most powerful reach vehicles.
With 87% weekly reach among Adults 18+ and industry-leading reach among Adults 18-34, radio remains uniquely positioned to deliver mass audiences while complementing television, digital, and mobile campaigns.