Katz: Radio Continues To Deliver Mass Reach Across U.S. Audiences.

Radio continues to rank among the most effective mass-reach media platforms, even as consumers divide their time across a growing number of media options, according to a new “Sound Answers” report from Katz Radio Group.

Using Nielsen Audience Insights data, the report says AM/FM radio reaches 87% of U.S. adults each week, giving it one of the broadest audiences of any measured media platform. Radio’s reach is even stronger among younger consumers, with 81% of Adults 18-34 tuning in weekly — a higher percentage than any other measured media platform.

The report says radio has maintained its ability to deliver broad, consistent audiences despite continued changes in how consumers use media.

“As consumers continue to expand their media habits across more platforms, radio remains one of the few media capable of delivering broad reach across virtually every audience,” Katz says, noting that Nielsen Audience Insights data affirms that radio also delivers exceptional reach among Black Adults 18+ and Hispanic Adults 18+, strongly performing against other measured media platform within these audiences. “For advertisers looking to connect with America’s increasingly diverse consumers, radio continues to provide unmatched scale and efficiency,” Katz says.

The report also points to radio’s year-over-year stability, with listening levels remaining consistent across all measured audiences.

Other media platforms experienced more noticeable changes during the first quarter. Television viewing rebounded from the fourth quarter of 2025, with the largest increases among Black Adults 18-49, Black Adults 18-34 and Adults 65+. According to the report, the gains reflect the typical first-quarter boost from major televised events, including the Super Bowl and the Winter Olympics.

Meanwhile, daily smartphone app and web usage increased by an average of 1 minute, 28 seconds in Q1 2026. The largest gains came among Black adults 18-34 and Black adults 18-49, suggesting consumers are continuing to add digital media to their daily routines rather than replacing radio listening.

“The latest Nielsen data reinforce an important reality for advertisers: media consumption is expanding rather than shifting from one platform to another,” Katz says. “While television experienced a seasonal rebound and smartphone engagement continued to grow, radio maintained its position as one of America’s most powerful reach vehicles. With 87% weekly reach among Adults 18+ and industry-leading reach among Adults 18-34, radio remains uniquely positioned to deliver mass audiences while complementing television, digital, and mobile campaigns.”