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The World Radio Alliance and egta have released new global data to coincide with World Radio Day 2026 on Friday, Feb. 13, outlining radio’s weekly reach, trust levels and advertising impact across multiple markets.
According to the organizations, radio reaches 90% of people weekly in Ireland, 89% in France, 87% in the Netherlands, and 86% in the United Kingdom, Belgium and Italy. They state that radio remains the most trusted medium in several territories, with 68% of Europeans considering it the most trusted medium, eight in 10 citizens in the United States, describing it as trustworthy, and 59% of Australians saying they rely on radio as a trusted news source.
The data also focuses on emotional engagement. The World Radio Alliance and egta say 70% of listeners tune in to relax or lift their spirits. They add that radio advertising generates a 12% higher emotional response than TV.
Radio combines mass reach with emotional resonance in a medium people trust
Thierry Mars, radio director at egta
Radio’s extraordinary reach
On attention and effectiveness, the organizations report that actively listened-to radio ads achieve 78% brand recall, while background listening during more distracted moments still delivers 30% recall.
Caroline Gianias, president of Radio Connects in Canada and president of the World Radio Alliance, said, “Today is World Radio Day, and we celebrate radio’s extraordinary power to reach across distance and differences to unite and inspire, linking people through news, music, conversation and community. In every language and in every place, radio captures attention, stirs emotion, and creates moments that matter. Radio connects us — wherever we are, one listener at a time.”
Thierry Mars, radio director at egta, said, “In a world where we are confronted with an immeasurable volume of content, attention and connection have become scarce resources. Radio combines mass reach with emotional resonance in a medium people trust. This unique ability to capture attention, create connection, and generate emotion is what makes radio such a powerful driver of brand impact.”
You can read and download the research deck below.
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