Two big stories to hit this week that should be viewed favorably by those working on the programming and sales side of news/talk radio. At a time when many want to bury the format and the industry, these are critical reminders to lift internal morale while also highlighting the major advantages of News/Talk radio to those outside of our business.
First, Nielsen noted the strength of the format in the fourth quarter leading up to the 2024 Election. As pointed out by Barrett Media, in the 18+ category, news/talk radio accounted for 11.3% of all listening. That topped the next closest challenger in the demographic, adult contemporary, which earned 8.1%.
Then, when you look inside the 25-54 age demographic, news/talk lost share and was not ranked No. 1, but still came in at No. 2 with a 6.7% share, trailing only AC. This bucks the trend of what many, even in the industry, would probably predict.
On streaming, news/talk radio absolutely dominated. News/Talk was first or second in every category, except for in the 18-34 demographic, where it finished behind AC and sports for third place. In the 35+ audience, more than 25% of all AM/FM radio streaming happened with news/talk. The figure dropped in the 25-54 demo, down to 15.4%, but still tops of all genres in that sector.
When you combine these numbers with the strong attachment listeners have to the hosts, who are the content, along with the strong Time Spent Listening, it’s clear that the format is incredibly healthy, despite what the doomsayers might claim.
It’s a format that has a desirable audience with disposable income. While the over-the-air demographic might be aging, the streaming audience, which remains a growth spot in the industry at large, is tops.
On a broader radio scale, Eastlan Ratings and FMR Associates showed that AM/FM Radio listening dropped by precisely one percentage point in their 2025 study. In 2025, 85% of the more than 1,500 25-to-64-year-olds surveyed listened to radio weekly. That is in line with listening from 2023 and down one percent from 2024.
While there’s undoubtedly been growth in podcast listening amongst all age groups, there wasn’t solid evidence that it was at the expense of radio but rather largely additional listening.
The percentage of adults using radio is a reminder that the broader issue is that we are all competing against more media. So rather than bemoan the fact that usage might not be trending up, an enormous audience still gives us a chance to earn their entertainment time daily. They’re punching the dial, and they’re giving us a shot.
The best performers in any industry will use the old adage, “Just give me a shot.” The audience, based on these numbers, is doing that. What are you doing with that shot?
So, after what has undoubtedly been a roller coaster a few years since the COVID pandemic, there just might be more light on the horizon than many wanted ever to believe.
I won’t blow smoke and deny that serious challenges still exist, but of course, two things can be true at the same time.
Radio, and specifically news/talk radio, is healthier than the critics will say. However, in an ever-changing media landscape, programmers and talent need to step up their game every day to compete for the ears and eyeballs of their listeners and never take a single listener or a single second of a show for granted.
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Pete Mundo is a weekly columnist for Barrett Media, and the Vice President of News/Talk for Cumulus Media, while also hosting “Mundo in the Morning” and programming KCMO Talk Radio in Kansas City. Previously, he was a fill-in host nationally on FOX News Radio and CBS Sports Radio, while anchoring for WFAN, WCBS News Radio 880, and Bloomberg Radio. He’s also the owner of the Big 12-focused digital media outlet Heartland College Sports. To interact, find him on X @PeteMundo.
