Radio: High-Trust, High-Impact Medium

RadioS Resilience: Why AM/FM is Still a Force in 2025 and Beyond

In an era dominated by streaming services and on-demand content, is radio truly a relic of the past? Harker Bos Group’s “the State of Media 2025” report, however, paints a different picture: AM/FM radio is not only surviving but thriving, maintaining a strong foothold in the lives of American adults. But what’s fueling this unexpected resilience, and what does it meen for the future of media consumption?

The Undeniable Reach of Radio: Who’s Tuning In?

The report reveals that a staggering 76% of adults still listen to AM/FM radio, placing it among the top media platforms. This isn’t just nostalgia; radio’s reach remains remarkably stable across key demographics.

Age is Just a Number: Radio’s Appeal Across Generations

While digital natives are frequently enough perceived as the primary drivers of media trends,radio maintains a strong presence among older demographics. The report highlights that 82% of adults aged 55+ are tuning in,demonstrating radio’s enduring appeal. Even among the coveted 18-34 age group, radio boasts a solid 69% listenership. This cross-generational appeal is a testament to radio’s adaptability and relevance.

Multicultural Audiences and Homeowners: A Loyal Following

Radio’s strength extends beyond age, resonating strongly with multicultural audiences and homeowners. This suggests that radio’s local focus and community-oriented content are key drivers of its continued success. These groups frequently enough rely on radio for local news, weather updates, and community events, solidifying its role as a trusted source of facts.

Driving the Airwaves: Radio’s In-Car Dominance

Perhaps the most compelling finding is radio’s continued dominance in the car. A whopping 72% of listeners choose radio as their first choice while driving.This in-car advantage provides a unique opportunity for advertisers and broadcasters alike.

Traffic, Weather, and real-Time Updates: The Sticky Features

In a world of GPS navigation and weather apps, why is radio still the go-to source for in-car information? The answer lies in its immediacy and local relevance. Radio provides real-time traffic updates, hyper-local weather forecasts, and breaking news, all delivered by familiar voices. These “sticky features” keep listeners tuned in, making radio an indispensable part of their daily commute.

Advertising Goldmine: reaching a Captive Audience

Radio’s in-car dominance translates into a valuable advertising opportunity. with listeners captive during their commutes, advertisers can reach a highly engaged audience with targeted messages. The report suggests that local traffic and weather updates are especially effective ad vehicles, allowing businesses to connect with consumers in a relevant and timely manner.

Daypart Dynamics: When Are People Listening?

the “State of Media” report provides a detailed breakdown of radio listenership by daypart, revealing key trends and opportunities for broadcasters and advertisers.

Morning Drive: The Crown Jewel

Unsurprisingly, morning drive (6-10am) remains the most popular time for radio listening, with 62% of listeners tuning in. This “crown jewel” of dayparts offers prime real estate for both programming and ad placement. Listeners rely on radio for news, weather, and entertainment to kickstart their day, making it a crucial time to capture their attention.

midday Evolution: From Background Music to Active Listening

The rise of work-from-home and hybrid schedules has transformed the midday block (10am-3pm). Once relegated to background music, midday radio is now experiencing a surge in active listening, with 47% of listeners tuning in. This shift presents an opportunity for broadcasters to create engaging content that caters to a more attentive audience.

Weekends: far From Quiet

While weekdays dominate radio listenership, the weekend is far from quiet. The report reveals that 43% of listeners tune in on Saturdays and 36% on Sundays. This suggests that smart programming and advertising strategies should extend beyond the customary AM hours to capture weekend listeners.

Tuning In to Content: What Are People Listening To?

The survey delves into the types of content that drive radio listenership, providing valuable insights for broadcasters looking to optimize their programming.

Music Reigns Supreme

Music remains the primary driver of radio listenership, with 88% of listeners tuning in for musical content. This underscores the importance of music programming in attracting and retaining listeners. However, the specific genres that resonate most vary across demographics.

Genre Breakdown: Rock, Pop, Hip-Hop, and Country Lead the way

The report identifies rock (60%), pop (50%), hip-hop/rap (41%), and country (40%) as the most popular music genres on radio.Within these genres, specific formats dominate. For rock listeners, classic rock (85%) and modern rock (48%) are the favorites. For pop listeners,classic hits (77%) lead adult contemporary (55%) and top 40 (51%).

News/talk, Sports, and Religious Programming: Niche Appeal

While music dominates, news/talk (36%), sports (20%), and religious programming (11%) also attract significant audiences. These formats cater to specific interests and provide valuable content for niche audiences. For news/talk listeners, a mix of local issues, global affairs, and cultural topics is key.

The Generation Gap: Cultural Content and Gen Z

A notable generation gap exists when it comes to cultural content. The report finds that 16% of 18-34s are interested in cultural topics, compared to virtually no one aged 55+. This suggests that Gen Z is bringing a new appetite to the format, presenting an opportunity for broadcasters to cater to this emerging audience.

Local Event Coverage: A Community Connection

Local event coverage remains highly critically important to radio listeners, with 80% saying it is indeed very or somewhat important. interestingly, younger listeners (18-34s) are more likely to value local event coverage, with 42% saying it is indeed very critically important, compared to 32% overall. This highlights the importance of radio’s role in connecting communities and providing information about local events.

The Human element: The Importance of Hosts

One of the most significant findings of the “State of Media” report is the importance of live and local voices on air. In an increasingly automated world,the human element of radio remains a key differentiator.

Beyond the Playlist: Building Community Through Hosts

The report emphasizes that radio has always thrived because of its hosts. they are not just reading liners; they are building community. By providing local insights, engaging in conversations, and connecting with listeners on a personal level, hosts create a sense of belonging and loyalty.

The Original Influencers: Radio DJs and Their Impact

Radio djs and hosts were the original influencers, shaping tastes, promoting local businesses, and connecting with listeners in a meaningful way. The report warns that losing these voices would strip radio of its unique identity, turning it into just another music streaming service with commercials.

Local Content and Live Hosts: The Key Differentiators

The report concludes that local content and live hosts are key differentiators for radio. By focusing on these elements, radio stations can maintain their relevance and appeal in a competitive media landscape. The message is clear: don’t become just another playlist.

Digital Presence Matters: Meeting the Audience Where They Are

While AM/FM radio remains the core business, the “State of Media” report reminds stations that digital presence matters.In today’s multi-platform world, it is indeed essential to meet the audience where they already are.

Streaming, Podcasts, and Social Media: Expanding Reach

The report encourages radio stations to embrace streaming, podcasts, and social media to expand their reach and engage with listeners on multiple platforms. By offering on-demand content, interactive experiences, and social media engagement, radio stations can stay relevant in the digital age.

Radio’s Strengths: A High-Trust,High-Impact Channel

The report also reminds advertisers of radio’s strengths. AM/FM is still a high-trust, high-impact channel, especially when your target is in the car or in the community.

Ambient, Companionable, and Low-Friction: Fitting into active Routines

Radio doesn’t require your eyes, and that’s a strength.It fits into active routines: driving, working, cooking, cleaning. It’s ambient, companionable, and low-friction.This makes it a valuable advertising channel for reaching consumers in a variety of contexts.

The Future of Radio: Adapting to a Changing Landscape

The “State of media 2025” report provides a compelling case for radio’s continued relevance in a rapidly evolving media landscape. By focusing on its strengths – local content, live hosts, in-car dominance, and community connection – radio can continue to thrive in the years to come.

FAQ: Radio in 2025

Is radio dying?

No, according to Harker Bos Group’s “The State of Media 2025” report, radio is not dying. It remains a significant media platform, reaching 76% of adults.

Who is still listening to radio?

Radio listenership is strong across various demographics,including adults aged 35-54 and 55+,multicultural audiences,homeowners,and even a solid portion of adults aged 18-34.

Why is radio still popular?

Radio’s popularity is driven by its local content, live hosts, in-car dominance, and community connection. It provides real-time traffic updates, hyper-local weather forecasts, and breaking news, all delivered by familiar voices.

What are the most popular radio formats?

Music is the most popular radio format,with rock,pop,hip-hop/rap,and country leading the way. News/talk, sports, and religious programming also attract significant audiences.

how can radio stations stay relevant in the digital age?

Radio stations can stay relevant by embracing streaming, podcasts, and social media to expand their reach and engage with listeners on multiple platforms.

Pros and Cons of Radio Advertising in 2025

Pros:

• High Reach: Radio reaches a large and diverse audience, especially during commute times.
• Local Targeting: Radio allows for highly targeted advertising based on geography and demographics.
• cost-Effective: Radio advertising can be more affordable than other media channels.
• In-Car Dominance: Radio remains the primary audio source for many drivers.
• trusted Medium: Radio is often seen as a trusted source of information and entertainment.

Cons:

• Fragmented Audience: The rise of streaming services has fragmented the radio audience.
• Limited Attention Span: Listeners may not always be fully engaged with radio advertising.
• Lack of Visuals: Radio advertising lacks the visual impact of other media channels.
• Difficulty Measuring ROI: It can be challenging to accurately measure the return on investment for radio advertising.
• Competition from Streaming: Radio faces increasing competition from streaming services and on-demand audio content.

Expert Tip: Radio stations should focus on creating unique and engaging content that cannot be easily replicated by streaming services. This includes live and local programming, community events, and interactive experiences.

Did you know? The first commercial radio broadcast in the United states was on November 2, 1920, when KDKA in Pittsburgh, Pennsylvania, aired the results of the presidential election.

Quick Fact: According to Nielsen, radio reaches more Americans each week than any other platform, including television, smartphones, and the internet.

Reader Poll: How frequently enough do you listen to AM/FM radio? Vote Now!

Suggested visuals:

• Infographic showing the demographics of radio listeners in 2025. (Alt tag: Radio listener Demographics 2025)
• Image of a person listening to the radio in their car. (Alt tag: Listening to Radio in Car)
• Embedded video of a popular radio DJ interviewing a local celebrity. (Alt tag: Radio DJ Interview)

Radio’s Unexpected Renaissance: A Conversation with media Analyst Dr. Anya Sharma

Keywords: AM/FM radio, media trends, 2025, radio advertising, digital media, radio listenership, marketing strategies

Is AM/FM radio a dinosaur in the age of streaming? The Harker Bos Group’s “State of Media 2025” report certainly suggests otherwise. The report highlights the resilience of radio as a powerful media force. To delve deeper into this surprising trend, we spoke with Dr. Anya Sharma, a leading media analyst and professor at the prestigious Anystate University, about the report’s findings and what they mean for the future of audio.

Time.news Editor: Dr. Sharma, thank you for joining us. The “State of Media 2025” report paints a surprisingly positive picture for AM/FM radio. Were you surprised by the findings?

Dr. Anya Sharma: Honestly, a little.While many have predicted the decline of traditional radio, the report clearly demonstrates its enduring appeal. In 2025, radio is not just surviving; it claims a staggering 76% of adults are tuning in. The core takeaway is that it’s adapting and retaining a dedicated listener base across multiple demographics, while staying a very relevant medium for local facts.

Time.news Editor: The report emphasizes radio’s reach across different age groups,including younger listeners. Is this something media analysts are accounting for?

Dr. Sharma: Absolutely. The narrative often focuses on younger generations abandoning traditional media, but the report indicates this isn’t necessarily the case for radio. We’re seeing a solid 69% listenership among the 18-34 age group. This speaks to radio’s adaptability. These younger listeners can be interested in niche formats, with cultural content seeing considerable interest in younger demographics.

Time.news Editor: The report highlights radio’s dominance in the car as a major factor in its continued success. Can you speak to the role of in-car listening?

Dr. Sharma: In-car listening is radio’s secret weapon. 72% of listeners still choose radio as their first choice in the car. While there are other options on the market, radio’s ability to provide real-time traffic updates, local whether, and breaking news creates a unique value proposition in the car. These “sticky features,” offered by live DJs, keep listeners deeply engaged during their commutes. This consistent reach creates prime advertising opportunities.

Time.news Editor: What are the implications of this in-car dominance for advertisers?

Dr. Sharma: It’s huge. A captive audience during commute times offers advertisers a chance to deliver targeted messages with remarkable reach. Considering real-time updates like traffic and weather create incredibly effective ad vehicles, connecting consumers to local business in the very moment they’re looking for a service. Ultimately, radio offers invaluable opportunities for any advertiser looking for local connection.

Time.news Editor: the report details listenership trends by daypart. How can broadcasters leverage that facts to optimize their programming and advertising strategies?

Dr. Sharma: Understanding daypart dynamics is crucial. Morning drive remains the “crown jewel,” holding the largest share (62%). Midday is experiencing a surge in active listening due to the rise of work-from-home and hybrid schedules. Broadcasters should adapt their programming and advertising to cater to these evolving listening habits. Weekends should be addressed more robustly, as well.Stations should consider developing smart plans and ads catering to unique weekend behavior.

Time.news Editor: Music remains the top driver of radio listenership.Are there any particular genre trends that broadcasters should be aware of?

Dr. Sharma: Music absolutely reigns supreme and will continue to do so.The report shows that rock, pop, hip-hop/rap, and country are the most popular genres among radio listeners. Radio stations need to be strategic about the specific formats they offer within those top-level genres. Such as, classic rock and modern rock are very popular among rock music listeners.

Time.news Editor: The report emphasizes the importance of live and local hosts. What role do they play in radio’s continued relevance?

Dr. Sharma: In an increasingly automated world, the human element matters. Live and local hosts are key differentiators for radio. They build community by providing local insights and connecting with listeners on a personal level. Radio DJs are the original influencers. Losing these voices risks turning radio into just another music streaming service with commercials.

Time.news Editor: The internet and streaming may not have killed radio as predicted,but there is still an undeniable digital impact. What is the meaning of the digital components?

Dr. Sharma: A digital presence is non-negotiable in 2025. People will use the platform most convenient for them.Radio stations need to embrace streaming, podcasts, and social media to expand their reach and engage with listeners on multiple platforms. it might potentially be critically important for radio stations to maintain digital streaming. Otherwise, music streamers will dominate the market with low costs.

Time.news Editor: One last question. What’s the single most important piece of advice you would give to radio stations looking to thrive in the years to come?

dr. Sharma: Focus on what sets radio apart: local content, live hosts, community connection, and creating experiences that cannot be easily replicated by streaming services. Radio is a high-trust, high-impact channel, especially in the car and within the community. Broadcasters must solidify and continue expanding on these strengths to secure their relevance in an ever-changing media landscape.

Time.news editor: Dr. Sharma,thank you for your insightful analysis.Your expertise has shed light on radio’s unexpected renaissance and its potential for the future.