Radio isn’t just holding its ground; it’s fueling the entire audio economy.
Fresh data from Nielsen proves what broadcasters have always known: when radio is in the mix, every campaign performs better. More reach. More resonance. More ROI.
During the RAB’s “Tune Into Growth” webinar, part of its One Voice for Radio series, Nielsen’s Senior Director of Audience and Consumer Insights, John Miller, unveiled new findings that quantify radio’s unmatched strength in today’s fragmented media world.
Radio: Still America’s #1 Reach Medium
According to Nielsen’s Q2 2025 Comparable Metrics Report, Over-the-Air radio maintains the highest monthly reach of any U.S. media platform among adults 18+, outpacing live TV, streaming, and mobile.
Radio connects with 92% of U.S. adults each month, including leading reach among Black and Hispanic audiences, where engagement continues to climb.
The Three-Minute Rule That’s Changing the Game
In January 2025, Nielsen implemented the three-minute qualifier rule, refining how listening is measured—without changing listener behavior. The impact has been dramatic:
- +17% average audience growth across the top 45 Portable People Meter markets
- +13% increase in daily time spent listening
- +3% rise in daily cume
- Morning drive +20% AQH, Afternoon drive +19%, and even stronger gains among adults 25–54
Scaled nationally, this methodology produced a 6% increase in total impressions and GRPs for adults 25–54 between Fall 2024 and Spring 2025. The lift extended across every buying demo, up to 12% growth among high-income households earning $75K+.
Perception vs. Performance: The ROI Reality
The 2025 Nielsen Global Marketing Survey revealed a major disconnect. Fewer than half of marketers rated radio as “effective”, yet Nielsen Global Compass Benchmarks ranked radio second only to social media in actual ROI.
When Miller modeled a campaign using Nielsen Media Impact, shifting just 20% of a digital/video budget into national radio delivered:
- +26% more reach (74.5M → 93.6M adults 25–54)
- CPM drop from $17 to $12
- +39% lift in effective reach (3+ exposures)
- +117M total impressions gained
Network Radio & Podcast Synergy
Network radio remains a powerhouse, with 93% of listeners tuning to a network-affiliated station weekly, and 42% of 18–34 listeners earning $75K+ annually, an advertiser’s dream demo.
And when paired with podcasts, radio’s dominance multiplies.
While podcasts alone reach about 50% of adults 18–34, the radio-plus-podcast combo hits over 94% national reach, a one-two punch that advertisers can’t ignore.
Radio Drives the Audio Economy
As Miller summarized:
“Radio and podcasts account for more than 80% of daily time spent with ad-supported audio and the impact of the three-minute qualifier is boosting campaign delivery nationwide.”
For marketers seeking measurable results, radio remains the most powerful, efficient, and scalable reach medium in America.
At Max Media, we see it every day: when radio leads, results follow.