As advertisers navigate an increasingly fragmented media landscape, new data shows that radio remains the dominant force in ad-supported audio consumption. According to Nielsen’s latest edition of The Record, which incorporates listening data from Edison Research’s Share of Ear study, AM/FM radio continues to capture the majority of consumers’ audio attention, providing marketers with unmatched opportunities to reach broad audiences.
The report found that Americans spend nearly four hours each day listening to audio. Within the ad-supported audio universe, AM/FM radio and podcasts account for a combined 82% of all listening time, while streaming music services represent just 16%.
For businesses in Northern Utah and Southern Idaho, the findings reinforce what many local advertisers have experienced firsthand through campaigns with Cache Valley Media Group. Consistent radio advertising, paired with digital marketing tools and targeted online strategies, continues to deliver meaningful audience reach and brand awareness across Cache Valley and surrounding communities.
Radio’s Reach Remains Strong
One of the most notable findings from the first quarter of 2026 is that radio’s share of daily listening increased among many key demographic groups. Despite the growing number of entertainment and media choices available to consumers, radio maintained its position as the foundation of ad-supported audio consumption.
The report suggests that advertisers who focus exclusively on digital streaming platforms may be overlooking a significant portion of their potential audience. Nielsen concluded that marketers who are not incorporating both radio and podcast advertising into their media plans are missing most of the available ad-supported audio audience.
For local businesses in Logan, Cache Valley and throughout Northern Utah, this presents a valuable opportunity. Radio remains one of the most efficient ways to build awareness among consumers who may not be actively shopping today but will remember a business when they need its products or services in the future.
News Programming Benefits from Current Events
News/Talk remained the nation’s largest radio format during the first quarter, accounting for 10.9% of all radio listening among adults 18 and older. All News stations also posted gains as audiences sought information about major national and international events.
Locally, stations such as KVNU provide listeners with a mix of local news, community information and nationally recognized talk programming. The Nielsen findings suggest audiences continue to turn to trusted radio personalities and local broadcasters when important events unfold.
Music Formats Continue to Deliver Audiences
While News/Talk led overall listening, music formats remained remarkably stable.
Adult Contemporary experienced the expected post-holiday decline after its annual Christmas music surge but still maintained a healthy audience share. Country music held steady, while Classic Hits, Hot Adult Contemporary and Alternative formats all showed growth among younger listeners ages 18-34.
These trends mirror the diverse audiences reached through Cache Valley Media Group’s family of stations, including KIX 96.7, Q92.9, KOOL 103.9, Utah’s VFX, Lite FM and 104.5 The Ranch. The variety of formats allows local businesses to align their marketing messages with highly engaged listeners across multiple demographic groups.
Hispanic Audiences Continue to Grow
The report also highlighted growth among Hispanic-focused radio formats. Regional Mexican stations increased their overall share of listening and posted gains among younger adults.
For businesses looking to connect with Hispanic consumers in Cache Valley and Southern Idaho, Juan 97.3 continues to provide an effective targeting marketing opportunity as it connects with local audiences. Claudia “La Chilena” and Carolina Calbimonte are local personalities who love connecting with Hispanic audiences and businesses. Combined with digital products, social media campaigns and bilingual advertising strategies, local radio can help businesses reach audiences that are often difficult to engage through other media channels.
What It Means for Local Marketers
The Nielsen report reinforces a message that many successful local advertisers already understand: radio remains one of the most effective channels for building brand awareness and maintaining a consistent presence in the marketplace.
The strongest marketing strategies typically combine trusted local radio personalities, digital products, social media, streaming audio and online display advertising to create multiple touchpoints with consumers throughout their day.
Source: Nielsen’s The Record: Q1 2026 Audio Overview, using Edison Research Share of Ear data.
If your business is looking to reach customers in Logan, Cache Valley, Northern Utah or Southern Idaho, contact a Cache Valley Media Group marketing consultant to learn how radio, digital marketing and targeted advertising solutions can help your business grow.
