SABO SEZ: Mr. Wonderful Thinks Radio is Wonderful
By Walter Sabo
a.k.a. Walter Sterling, Host
WPHT, Philadelphia, “Walter Sterling Every Damn Night”
TMN syndicated, “Sterling on Sunday”
The plague of pessimism about the future of radio is fueled internally by radio employees. Doomsayers are logically found in the sales department. All day, salespeople meet with buyers. A buyer’s job is to negotiate a lower price by arguing radio’s negatives. The wall of negativity thrives within the work environment of a seller. Tough. But there is little or no reason for pessimism.
Kevin O’ Leary (a.k.a. “Mr. Wonderful” on TV’s Shark Tank) is a pragmatic investor. When asked about AI’s impact on radio, he says, “It’s the same phobia we had when television hit radio. ‘Oh, it’s going to decimate radio!’ No, it’s not. The art form exists today, even bigger, terrestrial, and in space. To me, AI is just a tool.” (Variety. January 5, 2026)
Surprising to many, radio’s audience numbers today are virtually the same as they were in 1970.
Radio Listenership Today (2020s)
Weekly Reach: As of 2022–2023, approximately 82% to 88% of Americans aged 12 and older listen to terrestrial (AM/FM) radio in a given week.
Monthly Reach: Nielsen data indicates that AM/FM radio reaches 91% of U.S. adults each month.
Daily Listening: Approximately 66% of U.S. adults listen to broadcast or streaming AM/FM radio on a daily basis.
Resiliency: Despite the rise of podcasts and music streaming, 55% of Gen Z in the U.S. still listen to AM/FM radio every day, and it remains the top reach medium, even exceeding social media.
1970s: The era of AM to FM transition and the peak of top-40 terrestrial radio, with 25 million CB radios also becoming popular in the mid-70s.
Today: While reach is still high, the amount of time spent listening is more fragmented, with radio facing competition from streaming (Spotify/Apple Music) and podcasts, although it remains the dominant ad-supported audio choice in cars.
CB radio, cassettes, 8-tracks, CDs, DVDs, Walkman, iTunes, iPhones, SiriusXM, Spotify, podcasts, Pandora… all terminators of radio. None of them made a dent. The killer of radio will be radio’s odd internal pessimism that while predicting doom that never comes drives actions that are suicidal: Elimination of audience qualitative research. Tracking. More Tracking. (Radio Fracking!) No external marketing. Endless talent cuts. No contests. (A $1,000 national contest WOW!) None of those cuts are good business because they cut potential revenues.
And yet there is a relentless, funded determination to end all FCC ownership caps allowing companies to buy more radio stations to operate with great Panglossian efficiency!
Walter Sabo has been a C-Suite action partner for companies such as SiriusXM, Hearst, Press Broadcasting, Gannett, RKO General, and many other leading media outlets. His company, HITVIEWS, in 2007, was the first to identify and monetize video influencers. His nightly show “Walter Sterling Every Damn Night” is heard on WPHT, Philadelphia. His syndicated show, “Sterling On Sunday,” from Talk Media Network, airs 10:00 pm-1:00 am ET, and is now in its 10th year of success. He can be reached by email at sabowalter@gmail.com.
platforms like radio, podcasts, streaming music services and satellite radio, with ad-supported audio representing 64% of total listening.” Breaking that down further, the study reveals that within the ad-supported audio universe, 
consumers spent 62% of their daily time with radio, 20% with podcasts, 15% with streaming audio services and 3% with satellite radio. Among 18-34 year-olds radio accounted for 43% of daily ad-supported audio time, where podcasts accounted for 31%. And adults 35+ spent 69% of daily ad-supported audio time listening to radio and only 16% listening to podcasts. Looking at listening based on radio formats (Nielsen PPM Cross-Market AQH Share. Q3 2025. Mon-Sun 6a-Mid), news/talk garnered a 10.6 share for Persons 18+ and a 12.0 share for Persons 35+, and a 6.1 share in the 25-54 demo. 
number of issues based on data from Edison Research’s ongoing Share of Ear study. One aspect of AM/FM radio’s strength is its ability to reach the country’s political segments. The post notes, “Among registered voters, AM/FM radio has a 67% share of ad-supported audio, followed by podcasts (20%). Whether the target is Independents, Republicans, or Democrats, AM/FM radio shares are in the mid-60s to low 70s.” 
the popularity of mobile devices for audio listening is the most dominant in urban communities. Within that audience segment, 40% of time is spent listening to audio on a mobile device, vs. 28% of time spent listening on an AM/FM radio receiver. The mobile device also holds a strong lead in suburban communities, with 36% of time spent listening on that device compared to 30% of time on a radio receiver. However, the radio receiver is strongest in rural communities where it matches the listening time of the mobile device, each receiving 34%.
The Cumulus Media | Westwood One Audio Active Group unveils an audio planning guide based on data from Edison Research and Nielsen data. Saying that there are incorrect assumptions among strategists and media planners about which audio media have the most listeners, chief insights officer Pierre Bouvard underscores that AM/FM radio is still the dominant ad-supported audio platform with a 66% share. Podcasting is second with a 20% share and this is true across all demographics. For those who are all-in on digital audio only, Bouvard says they are missing 70% of the potential audience as ad-supported Spotify, Pandora and podcasts reach only 30% of the U.S. in a typical day. Further, Bouvard says the data suggests an optimal allocation of audio ad spend: “The ideal allocation for a 25-54 audio plan is 62% AM/FM radio, 24% podcasts, 12% music streaming (Pandora, Spotify, Amazon Music, and YouTube Music), and 2% SiriusXM satellite radio.” 
satellite radio; 2) In the second quarter of 2025, ad supported audio accounted for 64% of all listening, while in the TV landscape, 74% of viewing was done on ad supported platforms; 3) Zeroing in on the ad supported audio universe, consumers spent 64% of their daily time in the second quarter with radio, 19% with podcasts, 14% with streaming audio services and 3% with satellite radio. The study also tracks listening by format and news/talk (AM/FM and streaming) not surprisingly dominated the 35+ demo with more than a 12 share. But the format also did well with 25-54s, notching a 6.5 share (which topped all other formats except adult contemporary
study of 303 media agencies and marketers conducted in August 2024 found the perceived combined audience share of Pandora/Spotify is 43%, much greater than the perceived share of AM/FM radio (27%). In reality, “According to the Q1 2025 Share of Ear, AM/FM radio’s persons 18+ share of ad-supported audio (68%) is 14 times larger than ad-supported Pandora (5%) and ad-supported Spotify (5%).” The data also reveals that podcasts take the second-place spot with a 20% share. Ad-supported Pandora (5%), ad-supported Spotify (5%), and ad-supported SiriusXM (3%) lag distantly. 
TALKERS publisher Michael Harrison introduced the term in the 1990s, inviting us to think-beyond the real-time audio we were sending up those towers. What he described seemed conceptual, even futuristic, back then, when we were still logging-onto AOL via dial-up (screech).
Radio is an intimate, one-to-one medium; so “you” and “your” – speaking to one person – will resonate more than addressing “all of you.” There’s only one of me.
reveal that AM/FM ads far outperform most social media ads. For example, the firm Adelaide found that for revery $1,000 spent on AM/FM ads it would require spending $2,635 on Facebook ads for the same amount of attentiveness. However, it also found that just $698 of YouTube ads would yield the same degree of attentiveness as $1,000 of AM/FM advertising. The blog post also addresses the myth that video ads are necessarily more effective than audio ads. 
ideal medium platforms for retailers and e-commerce brands: Heavy audio listeners are more likely to shop online. Heavy AM/FM radio and podcast listeners also spend more online than TV viewers. AM/FM radio listeners and heavy podcast listeners over-index on Amazon Prime membership and purchase intent; 2) AM/FM radio makes your TV better – “20 gets you 50”: Nielsen Media Impact optimizations reveal shifting more media weight to AM/FM radio generates significantly more reach, especially among younger demographics 18-49. AM/FM radio does an extraordinary job increasing campaign reach among light TV viewers, who are far less likely to see retailer TV ads. The rule of thumb is “20 gets you 50”: a 20% shift of a TV media budget to AM/FM Radio generates a 50% increase in reach; and 3) Audio holiday AM/FM radio campaigns work: Consumers exposed to an Amazon holiday AM/FM radio campaign have higher brand equity (awareness, ad recall, prior purchase and purchase intent). Nielsen sales effect studies reveal AM/FM radio campaigns for retailers generate significant return on advertising spend: $15 dollars of incremental sales for every dollar of AM/FM radio advertising. 
43% of spoken word listening, and podcasts 36%. Keep in mind that for Edison’s purposes spoken word content includes news, sports talk and play-by-play, audiobooks, talk shows, and “personalities.” Edison states, “Podcasting’s share of spoken word will almost surely surpass that of AM/FM within a few more years. There is one more thing to note – the advantage for AM/FM is coming entirely from those age 65 and older. Among those ages 13-64, podcasting has already passed AM/FM listening by, 41% to 39%. Meanwhile, among the oldest Americans age 65+, AM/FM radio continues to dominate, with a 66%-13% advantage. Curiously, that 66%-13% difference among the oldest Americans is the exact same difference we recorded for all Americans 13+ in 2017.”
Got young local radio news talent? CONGRATULATIONS, for five reasons:
reach. “Republicans listen to more AM/FM radio than other groups, with an index of 109 (or 9% more listening than average). The ad-supported spoken-word channels on SiriusXM are a particularly efficient place to find Republicans, with an index of 146. Meanwhile, podcasts stand out as the more efficient platform for reaching Democrats, indexing at 121. And what about those elusive Independents, who often tip an election? Both streaming music, and in particular music videos on YouTube, over-deliver for these potential voters, with indexes of 103 and 123 respectively.” Edison adds, “Regardless of the party that buyers are trying to reach with political ads, audio stands out as a superior pathway to reaching voters. Audio provides enormous audiences and often a far less cluttered political environment than other ad channels.”
Because you can? Because you aren’t doing AM/FM radio? Because you are on radio, but can’t-do-there what you can-do podcasting? Because you are making money podcasting?
and podcasts are all a part of what we do, so show us what you’ve got. The successful candidate will be responsible for all aspects of programming including scheduling content, coaching on-air staff, station and AM/FM cluster strategy, development of on-air/online promotions and generating associated revenue, oversight and content creation for digital extensions (including streams, websites and podcasts), and have a strong customer service approach towards listeners, staff, & sales. Additionally, the candidate will act as the program director for Legendary News Radio KKOB and KNML The Sports Animal. 
devotion to Internet radio broadcasting, we are launching ‘The Mike Church Show’ into terrestrial radio syndication! The launch date of ‘The Mike Church Show’ will be March 1 and the show will begin its repatriation of AM/FM radio in Atlanta, Georgia’s #7 U.S. radio market on WXKG “The King”! Church adds, “We’ve always known that terrestrial radio was going to play a part in our industry leading development of Internet radio, we just didn’t know in what way. Over the last two years, that role began to materialize with the dearth of quality talk shows and the opportunities to fill that gap left by the wrecking ball that was consolidation’s march through local radio properties.” The program airs live from 7:00 am to 10:00 am ET. 
largest share of listening, accounting for more than one-third of daily time with audio among those age 13+. The vast majority of that listening (31%) is to AM/FM over-the-air signals.” (The other 5% comes from radio streams.) Behind AM/FM in listening is streaming music (20%), YouTube (14%), podcasts (11%), SiriusXM (8%), owned music (4%), TV music channels (3%), audiobooks (3%) and other (1%). 
As The Beatles sang, “It’s been a long, cold, lonely winter.” ‘Still is, eh?
a host-read ad on a podcast or AM/FM radio show drives powerful brand impact and sales effect and positive emotional impact is what measures a successful campaign. System1 studied host-read ads and devised a rating system that correlates creative quality with long-term share growth – in layman’s terms, “the more you feel, the more you buy.” But the study found that only 17% of the ads tested rated high enough to have the sufficient emotional impact necessary to lift long-term brand share by between 1% and 3%. 
2018, Nielsen’s Total Audience Report reveals the 18-49 weekly reach of live and time-shifted TV has dropped -26%. Over the same period, TV’s daily time spent is down -59%; 2) cord-cutting is a major driver of TV’s audience collapse: The MRI Simmons January 2023 “How Americans Watch TV” report reveals 51% have cut the cord; 3) While a huge number of Americans have abandoned traditional TV for streaming, AM/FM radio remains the dominant audio platform: According to Edison Research’s Q2 2023 “Share of Ear,” AM/FM radio has a massive 69% share of U.S. ad-supported audio. AM/FM radio audience shares are over 17 times larger than ad-supported Pandora and ad-supported Spotify. 
The stations I work with make big money with live endorsement spots delivered by familiar local on-air personalities. Remember them? With most AM/FM broadcast hours now robotic or non-local, your relationship with the listener is precious and can be leveraged… carefully.
Lucid, Bose, Samsung and Xbox, as well as on the TuneIn mobile app and TuneIn.com. The agreement also gives Audacy access to TuneIn’s advertising supply and brings select TuneIn original content to the Audacy digital platform. Audacy chief digital officer J.D. Crowley 
comments, “Streaming of AM/FM Radio is one of the fastest growing segments of all digital audio today. As consumer demand for Audacy’s best-in-class local audio content continues to increase, we’re committed to meeting the listener wherever they wish to consume, and we’re delighted to expand the availability of our unique live sports, news, and personality-driven audio content to over 200 new TuneIn-supported platforms. We’re equally thrilled to welcome TuneIn’s premium exclusive content to the Audacy digital platform.”
for listening for 60% of consumers. According to a study by MARU/Matchbox, there are a number of reasons listeners gravitate to AM/FM. First is comedic relief: 90% strongly or somewhat agree that their favorite DJs make them laugh. Second is local feel: 73% say personalities understand what makes my city/town unique. And third is thought-provoking: 64% agree that they make them think. Additionally, Magna and Vox Media surveyed 2,028 weekly podcast listeners and asked, “Whose influence matters most?” A stunning 75% cited podcast hosts while only 15% named social media influencers or TV/movie celebrities (10%). 
Local news sponsorship is an opportunity to “fish for whales,” institutional advertisers who can associate with something special. And, well-done, local news sure is special, because:
I asked ChatGPT, “What IS ChatGPT?”
In last week’s column, 
