New research from Nielsen indicates that automakers risk losing a massive portion of their buyer base if they remove terrestrial radio from vehicle dashboards. The study reveals that 51 percent of U.S. car buyers would completely walk away from purchasing a vehicle if it lacked AM/FM radio access. The demand for broadcast access is even higher among female buyers at 58 percent, and climbs to 67 percent for consumers aged 55 and older.
More than 70 percent of consumers surveyed described broadcast radio as essential equipment that should come standard in every vehicle, ranking its importance alongside smartphone integration. This consumer sentiment aligns with data from the first quarter of 2026 Edison Research Share of Ear study, which found that broadcast radio still commands 55 percent of all audio time spent in the car, far outpacing streaming apps at 16 percent and podcasts or YouTube at 29 percent combined. Local operators can use this data to reinforce the enduring value of over-the-air signals to local automotive advertisers.
Source: Nielsen Research Dataset