Extensive reach and highly trusted: New global data reveals power of radio

New data, published for World Radio Day 2026, reveals the extensive reach and trust the medium has across the globe.

The research was released by the World Radio Alliance and the egta, an international trade organisation for TV and audio businesses. It can be found on the World Radio Alliance website.

Key findings from the report include that radio reaches nine of ten people weekly, commands the highest trust of any medium and creates emotional connections that drive results.

The Radio Bureau CEO Alistair Jamison says: “New Zealand, like the rest of the world, has a powerful relationship with radio and all things audio.

“Radio connects to communities across the country through trusted personalities, fresh content and engaging conversations and is an integral part of daily life for most New Zealanders. Importantly the connection, emotion and attention that is unique to radio ultimately triggers consumer action, builds brands and delivers impact for advertisers.”

Radio report in a nutshell: reach, trust and attention

• Radio reaches more people than any other audio format: With a weekly reach of 90% in Ireland, 89% in France, 87% in the Netherlands, and 86% in the UK, Belgium, and Italy, 79% in Australia and 78% in New Zealand, radio keeps audiences connected through trusted voices and shared experiences, building communities and relationships that create the foundation for meaningful brand engagement. 
• Radio is the most trusted and reliable medium across markets: 68% of Europeans consider radio the most trusted medium, whilst 8 in 10 US citizens call it trustworthy and 59% of Australians rely on radio as their trusted news source. This deep trust creates lasting connections between listeners, broadcasters, and brands. 
• Radio is a mood booster: 70% of listeners tune in to relax or lift their spirits, making radio an essential part of daily emotional wellbeing. Radio advertising generates 12% higher emotional response than TV, creating feel-good brand associations that resonate long after the ad ends. 
• Radio commands attention in every listening moment: Sound is a powerful influencer whether audiences are paying active attention or not. Actively listened-to radio ads achieve 78% brand recall, whilst even background listening during highly distracted moments still delivers 30% recall. Whether listeners are fully focused or multitasking, radio’s unique power ensures messages break through and stick.  

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