Radio still reaches more Americans weekly than any other platform. New Nielsen data confirm that dominance is holding steady even as media habits diversify.
What We Know: According to the latest Sound Answers series, AM/FM radio reaches 87% of U.S. adults each week, according to Nielsen Audience Insights. That’s the broadest weekly reach of any measured platform. Radio’s edge is even sharper among younger listeners, reaching 81% of Adults 18-34, more than any other platform tracked. Reach also stays strong among Black and Hispanic adults, with listening holding steady year over year. While media consumption is expanding, it’s not shifting away from radio. Television saw a seasonal rebound in Q1 2026, boosted by the Super Bowl and Winter Olympics. Meanwhile, daily smartphone usage grew by nearly 90 seconds, led by Black Adults 18-34 and 18-49.
What The Data Shows: (Courtesy of Katz Radio Group)
What Remains Unclear: There’s no data in the release that points to radio losing ground to any single competitor specifically. Whether that be television, smart phones, or other.
What It Means: For advertisers, radio remains a dependable way to reach mass, diverse audiences at scale. Despite misperceptions about younger generations and their usage, radio’s advantage holds among younger consumers. Weekly reach among A18-34 hit 81%, ahead of smartphone app and web use at 76%. Radio also held the top spot in every age breakdown presented in the report, including adults 65 and older. That demographic’s weekly reach hit 90%, just ahead of television’s 87%. As television and smartphone engagement rise and fall seasonally, radio still holds its position. That stability makes it a strong complement to digital and mobile campaigns rather than a competitor to them.
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John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.