Radio’s Enduring Power: New Studies Highlight Trust, Local Voices, and In-Car Dominance
Despite the rise of streaming and digital platforms, radio remains a powerful and trusted medium, according to recent studies. Harker Bos Group's "The State of Media 2025" report and insights from Nielsen reveal key strengths and areas for strategic focus for the radio industry, proving that rumors of radio's demise have been greatly exaggerated.
High Trust and Wide Reach
"The State of Media 2025" report, based on a survey of nearly 1,100 adults, emphatically states, "Radio’s not going anywhere." The study highlights radio's enduring core audience, especially during commutes and work hours. A significant 76% of adults listen to AM/FM radio, placing it among the top media platforms. The reach is remarkably stable among older demographics (82% for 55+), multicultural audiences, and homeowners, with a solid 69% among adults aged 18-34.
In-Car Dominance and Local Connection
The report emphasizes the crucial role of local content and live hosts. "Radio has always thrived because of its hosts – they’re not just reading liners, they’re building community," the report notes. The study cautions that removing these voices risks turning radio into a mere music streaming service with commercials, a difficult sell in a Spotify-dominated world. According to a key finding in the State of Media report, 80% of listeners tune in for radio to listen to live local voices in their community.
Listener Preferences: Music, News, and a Generational Divide
Music remains the primary draw for radio listeners (88%), followed by news/talk (36%), sports (20%), and religious programming (11%). Rock, pop, hip-hop/rap, and country are the most popular music genres. Notably, there's a generation gap in interest in cultural content, with 16% of 18-34-year-olds interested compared to virtually none in the 55+ demographic.
AQH Ratings Surge After '3-Minute Rule' Shift
This change has significantly impacted schedule performance, with Gross Rating Points increasing by an average of 19%, impressions rising by 15%, reach growing by approximately 7%, and frequency seeing a more modest rise of about 8%. Phoenix led the nation with a 28% rise in AQH, followed by Las Vegas, San Francisco, and Sacramento.
Actionable Insights for Broadcasters
While AM/FM awareness remains high, one major consulting group urges broadcasters to shift their focus from reach to more actionable listener engagement. Their study indicates that as digital listening platforms continue to rise, the industry must fight to remain a daily habit. This means, as they propose, that they must seek to double down on local voices, meaningful content, and strategic ad placement across dayparts.
Digital Presence Matters
The Crowd Reaction Media Report also reminds stations that digital presence matters. Streaming, podcasts, and social media are important parts of a strategy to meet the audience where they already are.
Conclusion
These findings confirm that radio remains a relevant and influential medium, particularly for in-car listening, local news, and music discovery. By focusing on local content, engaging hosts, and strategic digital integration, radio stations can continue to thrive in the evolving media landscape.
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