Traditional radio remains a powerhouse in American audio habits despite the growth of digital competitors.
According to the latest FMR/Eastlan National Radio Listening Survey, the weekly reach for AM/FM stations among adults aged 25 to 64 is holding steady at 84%. The study of 1,000 adults found that nearly 70% of primary listening in mid-sized and smaller markets still happens through traditional over-the-air signals.
While podcasting grew significantly during the recent election cycle, researchers at FMR Associates and Eastlan noted that this hasn’t cannibalized traditional radio.Instead, listeners are using podcasts as an additive option. Further supporting this, Edison Research found that AM/FM still captures 83% of all in-car ad-supported listening. In a typical hour behind the wheel, consumers spend nearly 50 minutes with broadcast radio, far outpacing streaming services and satellite options.