A new study just revealed a shocking new detail about the power and reach of radio.
According to the Q2 2025 Nielsen Metrics report presented during the RAB’s “Tune Into Growth” webinar. Over-the-Air (OTA) radio maintains the highest monthly reach of any US media platform, surpassing live TV, streaming, and mobile devices. Radio reaches more people in America than any other platform. It’s not even close.
Key Findings:
Radio reaches 92% of US adults monthly, with strong engagement across Black and Hispanic audiences.
Nielsen’s three-minute qualifier implementation boosted average audience by 17% across top 45 PPM markets.
Adults 25–54 saw significant gains in morning, midday, and afternoon drive times, with up to a 21% increase in PM drive.
ROI data from Nielsen Global Compass Benchmarks ranked radio second only to social media, despite less than half of marketers perceiving it as effective.
Shifting just 20% of a digital/video campaign to national radio increased reach by 26% for adults 25–54 while lowering CPM from $17 to $12.
Hyper-Local Powerhouse: ArkansasRadio.com radio stations.
An example of radio’s mass marketing and frequency advantage is ArkansasRadio.com Radio Stations. With one package spanning all their brands, the company can deliver nearly a million gross impressions, making it one of the largest Hyper-Local mass marketing campaigns in the state. Their news team produces 25 newscasts a day, offering unmatched promotional opportunities.
Radio’s strength lies in mass marketing with frequency—the ability to get your message heard, remembered, and trusted. While every advertising platform has its strengths, only radio delivers true mass reach and consistent audience engagement.
Network Radio and Podcasts:
Over 93% of radio listeners tune to network-affiliated stations weekly.
Combining OTA radio and podcasts reaches over 94% of adults 18–34, exceeding the reach of podcasting alone.
Radio and podcasts together account for more than 80% of daily ad-supported audio listening time.
John Miller, Nielsen Senior Director of Audience and Consumer Insights, emphasized that radio’s reach, stability, and cost efficiency remain unmatched. “The impact of the three-minute qualifier is boosting campaign delivery nationwide,” he said.
For advertisers seeking maximum reach, resonance, and ROI, radio—especially via hyper-local leaders like ArkansasRadio.com—continues to be a proven, high-performing choice for campaigns targeting diverse audiences across the US.
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