New Study Shows Radio Is Still A ‘High-Trust, High-Impact’ Medium.

Harker Bos Group’s just-released “The State of Media 2025” report, from its Crowd React Media division, based on a survey conducted among nearly 1,100 adults 18+ between February and April 2025, shows that, to quote one of the study’s conclusions, “Radio’s not going anywhere.”

Crowd React Media’s main takeaways include radio’s ever-strong core audience, and the importance of in-car and workday listening, local content, and live hosts.

“Radio continues to play a vital role in the lives of American adults,” the report says. “While streaming audio and podcasts have grown, traditional AM/FM radio still commands a broad and diverse audience, especially during commutes and work hours. Many listeners value the familiarity of their favorite stations, the companionship of local hosts, and the curated experience of radio programming.”

Who’s Listening and When

The study finds that 76% of adults say they listen to AM/FM radio, putting it in “the top half of media platforms for overall use,” the report says. It finds radio’s reach “remarkably stable” among the 35-54 and 55+ age groups (82% for the latter) — and among multicultural audiences and homeowners — while still making a “solid showing” among adults 18-34 (69%).

“State of Media” reports that for nearly three in four listeners (72%), radio’s the first choice while driving. “This in-car dominance means local traffic, weather, and real-time updates are still sticky features, and great ad vehicles too,” it says.

The breakdown by daypart shows 62% of listeners saying they tune in 6-10am, 47% middays, 39% for PM drive, 19% 6pm-midnight, and 43% and 36% on Saturday and Sunday, respectively.

“The whole week and the full day offer meaningful touchpoints for brands and broadcasters alike,” the report says. “Morning drive [is] the crown jewel of dayparts for both programming and ad placement, [while] as work-from-home and hybrid schedules become more common, [the midday] block has evolved from background music to active listening. [And] while weekdays dominate, the weekend is far from quiet. Together, these figures suggest that smart programming and advertising strategies should look beyond just the AM hours.”

What They’re Listening To

The survey finds that 88% of listeners tune in for music content, followed by 36% for news/talk, 20% for sports, and 11% for religious programming. Music genres driving the most tune-in are rock (60%), pop (50%), hip-hop/rap (41%), and country (40%). Rock listeners’ favorite formats are classic (85%) and modern (48%), while for pop listeners classic hits (77%) leads adult contemporary (55%) and top 40 (51%).

For news/talk, two-thirds of listeners want a mix of local issues, global affairs, and cultural topics. Meanwhile, there’s a generation gap when it comes to cultural content, which is of interest to 16% of 18-34s vs. virtually no one 55+. Notes the report, “Gen Z is bringing a new appetite to the format.”

Among the radio listener sample, 80% say local event coverage is very or somewhat important, with the “verys” more likely to be 18-34s (42%, vs. 32% overall).

The Importance of Hosts

Another key finding centers on live and local voices on air. “Radio has always thrived because of its hosts — they’re not just reading liners, they’re building community,” the report says. “Take those voices away, and what do you have? Music streaming with commercials, and that’s a tough sell in a Spotify world. Radio DJs and hosts were the original influencers. Lose them, and you lose what makes you different. Local content and live hosts are key differentiators: don’t become just another playlist.”

While radio itself is Job 1, Crowd React Media’s study reminds stations that “digital presence matters. Streaming, podcasts, social — meet your audience where they already are.” The report also reminds advertisers of radio’s strengths. “AM/FM is still a high-trust, high-impact channel, especially when your target is in the car or in the community,” it says. “Radio doesn’t require your eyes, and that’s a strength. It fits into active routines: driving, working, cooking, cleaning. It’s ambient, companionable, and low-friction.”