Radio reaches more American consumers each month than any other measured media platform, according to Nielsen’s new report, “Everyone. Everywhere. See Audio Differently.”
First-half 2026 data show radio reaching 92 percent of U.S. adults—more than 242 million people. That exceeds the monthly reach of TV-connected devices (90 percent), smartphones (87 percent) and live or time-shifted television (85 percent).
Reach remains high among key groups. Radio reaches 87 percent of adults ages 18–34 each month, 92 percent of Black adults and 93 percent of Hispanic adults.
The report also highlights advertising performance. Nielsen’s Global Compass benchmarks found radio delivering a weighted return on investment of $2.00 for every advertising dollar spent, second only to social media at $2.22 and ahead of television, display, search and connected TV. Marketers nonetheless ranked radio last among ten channels in perceived effectiveness, underscoring a gap between perception and measured results.
Radio continues to dominate in-vehicle listening, where more than 80 percent of ad-supported audio time goes to AM/FM. Sixty-five percent of adult radio listening occurs outside the home, rising to 73 percent during weekday drive times. A May 2026 Nielsen/iHeartMedia study found roughly half of recent and prospective vehicle buyers would refuse a car without AM/FM radio, while more than seven in ten said it should be standard equipment. A separate analysis ranked radio second only to smartphone integration in its influence on vehicle purchase decisions.
Americans spend nearly four hours a day with audio. Of the ad-supported portion of that time, radio and podcasts together account for 82 percent, compared with 16 percent for streaming music services. The report stresses the value of planning broadcast radio and podcasts together.
Radio continues to dominate in-vehicle listening, where more than 80 percent of ad-supported audio time goes to AM/FM. Sixty-five percent of adult radio listening occurs outside the home, rising to 73 percent during weekday drive times. A May 2026 Nielsen/iHeartMedia study found roughly half of recent and prospective vehicle buyers would refuse a car without AM/FM radio, while more than seven in ten said it should be standard equipment. A separate analysis ranked radio second only to smartphone integration in its influence on vehicle purchase decisions.
Americans spend nearly four hours a day with audio. Of the ad-supported portion of that time, radio and podcasts together account for 82 percent, compared with 16 percent for streaming music services. The report stresses the value of planning broadcast radio and podcasts together.
The second half of the report reviews Nielsen’s measurement methods. The company uses Portable People Meter technology in the 48 largest markets and diary-based measurement in more than 200 additional markets and surrounding counties. A three-minute listening qualifier introduced in January 2025 increased measured average audiences by 24 percent on average by capturing shorter listening occasions. Nielsen also noted the limits of connected-vehicle data alone, which can identify what a vehicle’s audio system is playing but cannot necessarily determine who is listening or how many people are present.
Nielsen combines large data sets with representative audience panels to measure radio, podcasts and streaming audio. Its Nationwide service provides audience estimates for national network radio. The report concludes that radio’s broad reach—especially among younger audiences and in vehicles—underscores the need for comprehensive measurement as advertisers spread budgets across traditional and digital platforms.