Nielsen, iHeartMedia Study Says Radio Remains Essential Feature.

A new Nielsen study conducted with iHeartMedia argues that removing AM/FM radio from new vehicles could come at a significant cost for automakers, with nearly half of consumers saying they would not buy a vehicle lacking traditional broadcast radio.

The "In Car Radio Study," conducted in May 2026 among more than 1,000 recent and prospective vehicle buyers, concludes that AM/FM radio remains one of the most valued in-car entertainment options despite growing availability of streaming services, smartphone integration and subscription-based media platforms.

According to the report, about half of respondents said they would refuse to purchase a vehicle without AM/FM radio, while more than seven in 10 believe it should be included as standard equipment. That places AM/FM radio alongside Apple CarPlay and Android Auto in perceived importance and ahead of satellite radio and built-in subscription music services.

The findings arrive as the National Association of Broadcasters continues to lobby Congress to pass the AM Radio for Every Vehicle Act, legislation that would require automakers to include AM radio in new vehicles. The bill has gained bipartisan support but has yet to become law.

Nielsen also examined how radio influences vehicle purchase decisions using a Choice-Based Conjoint analysis, a methodology commonly used by the automotive industry to measure how consumers weigh features against price. The analysis ranked AM/FM radio as the second most influential audio and infotainment feature in consumers' purchasing decisions, trailing only smartphone integration.

The report also points to broader implications for automakers' brands. Roughly half of respondents said they would view a manufacturer less favorably if it eliminated AM/FM radio across its vehicle lineup. That negative reaction was strongest among consumers age 55 and older, a group that represents many repeat vehicle buyers.

The study suggests radio's appeal extends beyond entertainment. Eight in 10 respondents said receiving Emergency Alert System messages through broadcast radio is an important vehicle feature, with strong support across younger adults as well as older drivers. Nearly two-thirds said real-time, delay-free sports broadcasts are important, particularly among younger consumers, men and hybrid or electric vehicle owners.

Radio's local connection also remains a key advantage. More than three-quarters of respondents described AM/FM as a simple, hassle-free entertainment option when traveling with family or friends, while eight in 10 said access to local traffic information and news is important.

The research also found consumers are looking for a balanced in-car media experience rather than choosing between broadcast and connected services. While four in 10 drivers said connecting a smartphone is their first action after entering a vehicle, one-quarter said they tune to AM/FM radio first.

The findings align with other audience research showing broadcast radio continues to dominate in-car listening. According to Edison Research's first-quarter 2026 Share of Ear study cited in the report, AM/FM radio accounts for 55% of all in-car audio listening, compared with 16% for streaming audio. Podcasts, YouTube, SiriusXM, owned music libraries and audiobooks make up the remaining 29%.

Nielsen concludes that while automakers continue to modernize vehicle dashboards, preserving AM/FM radio may be as much a business decision as a technological one, helping maintain customer satisfaction, brand loyalty and vehicle sales.