Radio Ranks As Most Trusted Medium Among Adult Women.

When brand trust increases by just one point, the average consumer purchase intent increases by 33% according to a 2024 survey of nearly 5,000 U.S. consumers. At the same time, research from industry think tank Credos shows trust in advertising has been on the upswing. When it comes to which media consumers have the most trust in, a just-released Katz Radio Group survey shows that radio has the lead among adult women — the group responsible for the largest portion of consumer purchases.

The nationwide survey of 600 adults conducted last month reveals 83% of women age 18 and older say they consider radio to be either “very trustworthy” or “trustworthy.” That is a higher percentage than any other media, with radio outperforming newspapers (79%), television (74%), podcasts (70%), magazines (69%), and social media (48%).

“This trust translates into sustained attention,” says Katz. “Women don’t just tune in occasionally; they build listening habits that stretch across weeks, months, and years. That consistency gives radio a unique advantage in shaping awareness, recall, and long-term brand perceptions.”

What may be giving radio the trust advantage over other media is its ability to fit into the multitasking reality of women’s lives. In a blog post, Katz says that women can listen to the radio while driving, managing households, working, or caring for others.

“This flexibility is central to why radio continues to thrive as a daily touchpoint. It reaches women in motion and in moments that matter, reinforcing messaging naturally rather than interrupting it,” the rep firm says.

Those elements may be great for radio in its quest to reach women, but Katz says it also plays to marketers’ advantage too. That listening flexibility means radio has high reach frequency numbers among women, making it ideal for sustained message delivery. There are also ways to use a program or format’s context to place brands alongside moments of productivity, care, and connection, as well as make a connection with the local community than further strengthens community relevance and authenticity. Taken together, Katz says it allows radio to create trusted environments that are able to enhance the credibility of an advertising message.

“As audio continues to evolve, one constant remains clear — women are central to its strength and staying power,” Katz says. “Their listening habits reinforce radio’s role as a medium built on trust, accessibility, and human connection, qualities that are as relevant today as ever.”

Nielsen released a study in 2021 based on a survey of 40,000 around the globe which showed that trust differs by age, who is in the ads—with sports personalities fairing the best—and the impact of influencer. While gender results were fairly similar, it showed Millennials and Gen X trust advertising the most. Nielsen also discovered than nearly a quarter (23%) of people trust ads from influences. And humorous ads resonate more than ads that are action, sports, kids, car, sentimental, competitive, athletic or celebrity-based.