Study: Americans Say AM/FM Radio Still Essential In New Cars.

A new nationwide study from Critical Mass Insights shows overwhelming consumer support for keeping AM/FM radio built into vehicles, reinforcing radio’s continued role as a core in-car feature. The research finds that 96% of Americans consider AM/FM access important when purchasing a new car, while 98% say it’s important that radio be easy to locate on a vehicle’s dashboard or infotainment system.

The findings cut across demographics, with adults 18 to 74 broadly agreeing on radio’s relevance. Even among those who don’t regularly listen to AM or FM, roughly nine in ten say radio access is crucial in situations where they may need it most. That includes severe weather, natural disasters, major emergencies or man-made tragedies, scenarios where 97% say having live, local radio available is vital.

“The bottom line here is just how much people value having easy access to both AM and FM radio in their cars,” said Elizabeth Falke, Senior Vice President of Research for Critical Mass Insights. “Consumers want radio for a variety of different reasons that are largely unique to local radio – everything from discovering new music to weather updates, sports reports and local news. This is largely due to the special connection on-air talent forms with listeners, as 9 in 10 Americans say having radio personalities easily available in their cars is important because it helps them feel less lonely.”

Falke pointed to findings from the company’s “The Human Consumer” study earlier this year, noting that audiences increasingly seek real human connection—something radio continues to provide at scale.

The report also underscores the importance of free entertainment in the car: 97% of Americans say having no-cost audio options matters to them. For drivers who rely exclusively on radio, losing built-in access would force them to pay for alternative services and raise their daily expenses.

Researchers say removing AM/FM from new vehicles would meaningfully affect car-buying behavior. According to the study, 96% of Americans would miss radio if it were eliminated from the dashboard, and 89% say they would be less likely to purchase a car without it.

“This research is crucial for car manufacturers as we see that, immediately, half of consumers wouldn’t even look at buying a car without a radio,” Falke said. “The ease and simplicity of radio is embedded in the lives of drivers consuming various forms of audio in their cars.”

Results are based on a national survey of 1,022 monthly radio listeners ages 18–74, conducted by Critical Mass Insights from Oct. 25–29, 2025.