By Jon Holiday/Owner – Radio Consulting Services
Last month the second annual “State of Media” research report was released. This newsletter will focus on the Radio portion. I encourage you to seek out the entire report which details the various other media on your own.
Radio remains a cornerstone of American media, with 76% of adults tuning in to AM/FM at least occasionally. Yet in today’s on-demand world, frequency is slipping—fewer listeners make radio part of their daily routine. The challenge for stations? Earning back that daily habit.
Who’s Tuning In?
Radio’s reach is strongest among adults 55+ (82%), but even 69% of 18–34-year-olds still listen. Men slightly edge out women in total listenership (77% vs. 75%).
Formats That Resonate
Music dominates (88% of listeners), followed by News/Talk (36%) and Sports (20%). Pop and Rock top the music charts, while Country shows rare cross-generational appeal. News/Talk listeners seek a mix of commentary, breaking news, and community updates—especially in the morning drive.
The Daily Rhythm
Morning drive (6–10 AM) leads radio listening, but midday (10 AM–2 PM) is gaining momentum with hybrid workers and parents. Radio’s in-car dominance remains unmatched; 72% of listeners cite driving as a key moment to tune in.
Local Matters
Listeners value local hosts, news, and events—80% say community coverage is important. Live, local talent remains radio’s superpower. Without them, stations risk becoming indistinguishable from music apps.
Takeaways for Stations
- Focus on conversion: get occasional listeners back into a routine.
- Double down on live, local content and on-air personalities.
- Own the car and workday listening blocks.
- Embrace digital: streaming, social, and podcasts.
Takeaways for Advertisers
- AM/FM still delivers high trust and reach, especially with 35+, multicultural, and in-car audiences.
- Local buys perform well for auto, healthcare, and retail.
- Leverage host endorsements—they’re more powerful than any tagline.
Radio’s still in the mix. The opportunity? Reignite the habit—one commute, workday, and host connection at a time.
Thanks to client Bob Breck, President of Breck Media Group for sharing this report! Source: Presentation of research findings by Crowd React Media, a division of Harker Bos Group
About Radio Consulting Services
Radio Consulting Services is the multi-format consulting and programming services company advising stations on how to grow their audience. Every day, our winning Programming and Consulting team keeps radio stations on top. For more information on how Radio Consulting Services can help your company gain more listeners, achieve higher ratings and grow revenue, contact info@radioconsultingservices.com