• Radio maintains a significant audience, particularly among adults 35+, with 76% of adults still tuning in, according to the Crowd React Media report.
• The study highlights that morning drive remains radio's prime listening time, with 62% tuning in between 6-10 am, and 72% of listeners choosing radio as their primary audio source while driving.
• The report emphasizes the continued importance of local hosts and content as key differentiators for radio, helping to build community and retain listeners in a competitive media environment.

A new report titled 'The State of Media 2025' by Crowd React Media has provided insights into the current state of radio listenership. The study, based on a survey of nearly 1,100 adults, reveals that radio continues to hold a significant position in the media landscape, particularly for in-car listening and among older demographics. The report highlights the importance of local content, live hosts, and adapting to evolving listener habits to maintain radio's relevance in a competitive market.

• What: A new report, 'The State of Media 2025' and Nielsen's '3-Minute Rule' shift, provides insights into radio listenership, engagement, and ratings.
• Who: Crowd React Media conducted the 'State of Media 2025' study. Nielsen Audio is responsible for radio ratings and the '3-Minute Rule'.
• When: The Crowd React Media survey was conducted between February and April 2025. Nielsen's '3-Minute Rule' took effect in January 2025, with Q1 2025 data reflecting the change.
• Where: The studies and ratings data cover the United States, with specific market data available from Nielsen.

The 'State of Media 2025' report and Nielsen's ratings data provide valuable insights into the evolving radio landscape. While radio's overall reach may be lower than previously assumed, it remains a significant medium, particularly for in-car listening and among older demographics. The importance of local content and live hosts cannot be overstated, as they serve as key differentiators in a competitive media environment. Broadcasters should focus on adapting to changing listener habits, leveraging digital platforms, and strengthening their local presence to maintain relevance and engagement.

Radio continues to play a vital role in the lives of American adults.

AM/FM is still a high-trust, high-impact channel, especially when your target is in the car or in the community.

Don’t be lured into the false expectation that, ‘Oh, I can buy fewer spots and get the same results because the ratings are showing me that I can get 15% higher impressions.’ That audience was always there. What we’re doing is we’re reporting it now for the first time.

Radio's enduring influence persists through listener loyalty and its capacity to foster companionship, deliver information, and connect communities [i]. To thrive in the evolving media landscape, the radio industry must embrace digital transformation by expanding into digital broadcasting, integrating with smart technologies, and offering interactive, personalized content. This includes actively engaging with listeners through social media, and offering content across multiple platforms. Radio's capacity to break geographical barriers and provide access to diverse voices and global content strengthens its relevance in an increasingly interconnected world. AI-driven personalization, remote production capabilities, and IP-based technologies further enhance radio's adaptability and efficiency. Nielsen's updated methodology, while potentially impacting advertising budgets, offers a more accurate assessment of radio's value, enabling advertisers to better measure ad impressions and optimize campaigns through advanced attribution tools. Hybrid models that combine traditional broadcasting with online streaming, podcast integration, and localized content are crucial for expanding reach and maintaining accessibility. By embracing these innovations, radio can solidify its position as a dynamic and indispensable medium for communication, entertainment, and information in the modern era.