Study: Radio Remains America’s Most Trusted Medium.

Radio remains the most trusted and widely used mass medium in the U.S., according to data compiled by the World Radio Alliance (WRA), underscoring its continued strength in a fragmented media landscape.

The WRA reports that 79% of U.S. adults age 18 and older consider radio to be very trustworthy or trustworthy, ranking it ahead of newspapers (77%), television (68%), magazines (68%) and social media (28%). The findings highlight radio’s position as a leading source of credibility among American consumers.

Radio’s reach in the U.S. market also remains significant. Eighty-three percent of the population listens to radio each week, the WRA said. Broadcast radio — including FM, AM, DAB, online radio via apps or websites, and radio delivered on television — accounts for 61% of daily audio listening time in the U.S. That share surpasses music streaming services, podcasts and online music videos, making broadcast radio the dominant audio platform in terms of time spent.

The medium’s connection with audiences extends beyond reach. According to the WRA, 81% of listeners consider on-air personalities to be akin to friends, family members or acquaintances. Eighty-four percent said they would follow their favorite radio hosts if they moved to another station, and 83% trust their favorite personalities’ opinions. Among younger audiences, 71% of Gen Z and Millennial listeners said they are interested in connecting with their favorite on-air personalities, indicating cross-generational appeal in the U.S. market.

Radio also continues to serve as a primary source of local information. The WRA found that 38% of listeners tune in to stay updated on local events, while 36% rely on radio for news and emergency information. Weather updates draw 30% of listeners, and 25% listen for traffic reports. In addition, 22% value radio for coverage of charitable and community events.

The medium’s influence extends to advertising effectiveness. Seventy percent of people listen to audio to relax or improve their mood, with 35% specifically tuning in to lift their spirits. A neuro study measuring skin responses found that radio ads generate a 12% higher emotional impact score than television ads, even without visuals, according to the WRA. Campaigns that elicit positive emotional responses are associated with increased brand purchases and usage.

In terms of attention, audio ads average 10.126 attentive seconds per 1,000 impressions, outperforming online video (6.1 seconds), television (4.43 seconds), social media (3.975 seconds) and display ads (1.416 seconds), the data show. AM/FM radio ads also rank as the most cost-efficient based on attention CPM, at $0.40 per 1,000 seconds of attention, compared with podcasts ($2.80), television ($3.00), online video ($3.53), social media ($3.67) and display ads ($9.70).

Even when played in the background, radio advertising remains effective. An audio ad playing while respondents were highly distracted generated 30% brand recall, while actively listened-to audio ads achieved 78% brand recall.

Emotional content also boosts performance. According to the WRA’s Memory Impact effectiveness score, emotional spots can generate 17 points in involuntary attention and an additional 11 points in voluntary attention. The indicator measures ad effectiveness based on attention, perception, emotion, interest and attribution.

Taken together, the data point to radio’s continued prominence in the U.S. media and advertising marketplace. With broad weekly reach, leading shares of audio listening time and comparatively low advertising costs, radio remains a central platform for brands seeking mass audience engagement in the U.S.