Posted by Radio Ranks Most Trusted Media Source Across All Ages
There’s no shortage of news and information bombarding today’s consumer from a wide variety of sources. Some of it is accurate. With the plethora of choices and messages, what source do you choose and who do you believe?
Recent data confirms people are turning to radio as their most trusted source. While people report having less and less confidence in what they read online, the trust level surrounding radio is holding steady in every age demographic.
In a study conducted by Katz Radio Group surveying 600 people in January, 2026, data showed 85 percent of Americans say radio is either “very trustworthy” or “trustworthy,” placing it at the front of the pack and well ahead of all other media genres. Newspaper came in a close second at 77 percent, and television ranked third, with 73 percent finding its news trustworthy.
The podcast has also emerged as a fast-growing media source people trust. Podcasts earn an overall 70 percent trustworthiness factor across age groups, and a powerful 77 percent among the 18-34 and 55+ demographic. But this drops to 67 percent with the 35-54 age category, indicating a possible perception gap among middle agers, who remain more favorable toward traditional media sources.
Social media ranks last as a trusted source, with less than half of adults finding it trustworthy, and placing it more than 30 points behind radio.
Katz says the human element in radio is what makes the difference. That both radio and podcasts build a level of credibility and trust among listeners who tune in every day, and often develop long-term relationships with the voice they hear. “This human connection is difficult to replicate,” in other forms of media, Katz reports.
For brands looking to connect with consumers who increasingly question the authenticity of what they read online, advertising with trusted platforms could pose a significant advantage.
“Radio ranks among the most trusted sources of information across generations,” says Katz. “For advertisers, that credibility creates a powerful halo effect. Messages delivered in trusted media environments are more likely to be heard, believed, and acted upon.”
Podcasts continue to close the gap, catching up with established sources like magazines and coming in just below television. Will this format continue its rise in the media arena and become a future hotbed for ad placement? Read the full article.