Nielsen has released its Audio Today 2026 report focusing on the reach of network radio for national ad buyers.
The report notes, “Many marketers rank radio at the bottom for perceived effectiveness, yet Nielsen’s Global Compass data reveals it actually delivers some of the highest ROI globally, trailing only social media. By underinvesting in radio, brands are missing out on a highly efficient channel that consistently overdelivers”.
Among the data points shared:
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Universal Reach Across Demographics: Radio reaches 93% of all U.S. adults monthly, outperforming smartphones (89%), TV (84%), and PCs (76%). Its reach is nearly universal among Hispanic (94%) and Black (93%) consumers.
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The In-Car Dominant Medium: AM/FM radio commands more than 80% of all ad-supported audio time in vehicles. Nearly three-quarters of out-of-home radio use during peak drive times occurs in the car, placing brands closest to the point of purchase.
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High ROI vs. Low Perception: A significant “perception gap” exists; while marketers often rank radio low for effectiveness, Nielsen data reveals it delivers the highest ROI of any platform trailing only social media.
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A “Comprehensive Audio Strategy” for Gen Z/Millennials: While radio reaches 89% of the 18-34 demographic, layering in podcasts adds five points of incremental reach, bringing total coverage for this elusive audience to nearly 100%.
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Undisputed Leader in Ad-Supported Time: Radio and podcasts combined account for more than 80% of all daily ad-supported audio time, while streaming music accounts for only 15%
The full report can be read here:
