Nielsen: Radio Continues to Lead Weekly Reach

RADIO ONLINE | Thursday, July 9, 2026 | 2:10pm CT

Katz Radio Group

Radio continues to deliver the broadest weekly audience of any measured media platform, reaching 87% of U.S. adults each week despite growing media fragmentation, according to Katz Radio Group's latest Sound Answers report highlighting Nielsen Audience Insights data for the first quarter of 2026.

The report finds AM/FM radio remains particularly strong among younger listeners, reaching 81% of Adults 18-34 weekly, outperforming every other measured media platform. Katz said the findings demonstrate radio's continued ability to deliver mass audiences while complementing consumers' expanding use of digital media.

Nielsen data also show radio maintains broad reach among diverse audiences, including Black Adults 18 and Hispanic Adults 18 , providing advertisers with efficient access to key demographic groups. According to Katz, radio listening remained remarkably stable year over year across all measured audiences.

At the same time, smartphone app and web usage continued to grow, increasing by an average of one minute and 28 seconds per day during the first quarter. The largest gains were recorded among Black Adults 18-34 and Black Adults 18-49.

Rather than replacing traditional media, Katz said the data suggest consumers are adding digital platforms to their daily routines while maintaining their radio listening habits.

The report concludes that expanding media consumption benefits advertisers by allowing radio to work alongside television, mobile and digital platforms. With its 87% weekly reach among Adults 18 and industry-leading reach among Adults 18-34, Katz said radio remains one of the country's most effective media for delivering large-scale audiences.

Read the entire Sound Answers blog post here.