GfK Radio Survey shows strength and value of radio

The NZ Commercial Radio Industry has released the second GfK Radio Survey of 2026.

Survey 2 2026 consolidates the growth seen in the first survey of 2026, with weekly reach remaining strong at 3.43m listeners per week. This represents 1% growth over the equivalent second survey of 2025.

The Radio Bureau CEO Alistair Jamison says: “Once again the audio market as a whole is demonstrating its stability and consistency of audience. Over a period of constant change across the media landscape, audio has continued to reach and engage New Zealand audiences based on content that connects with listeners.”

MediaWorks CEO Wendy Palmer adds: “These results reinforce the enduring power of audio to connect with New Zealanders every day. Our audiences aren’t just reaching for radio – they’re spending significant time with radio brands across live and digital audio. For advertisers, that attention creates a powerful opportunity to build familiarity, relevance and lasting connections with consumers.”

Mass reach

The survey found that 3.43 million Kiwis aged 10-plus listen to commercial radio each week, for an average of 14 hours and 23 minutes.

Over half (52%) listened to breakfast radio, while 55% listened to sessions during the workday. The weekends also saw 55% of audiences tuning in.

NZME chief executive officer Michael Boggs says: “At a time when outcomes count, audio is also continuing to demonstrate its ability to drive tangible outcomes for New Zealand business. The latest survey reinforces our ability to deliver mass reach, with both live radio and our suite of digital audio products providing trusted environments to reach New Zealand and support their businesses’ growth.”

NZME shares results

NZME says the results show it has grown its share of the total NZ radio audience and listener numbers. Share now sits at 36.1%, up from 35.8% from the last survey.

Its cumulative weekly audience climbed to 1.86 million listeners, up 22,800 on the previous survey. Off the back of celebrating its 100-year anniversary, Newstalk ZB has grown its share to 14.6 %, reaching 656,900 Kiwis every week.

ZM stood out across the survey, growing its cumulative audience to 502,300, an increase of 26,300 listeners. It also lifted its share to 5.5% and recorded the most listeners in the 25 to 54 demographic.

Its breakfast show, with Fletch, Vaughan and Hayley, along with Newstalk ZB’s Mike Hosking show were ranked the top in the country. The Hits also grew its share, up to 5.8% from 5.4% and Flava grew its audience to 154,300 listeners, an increase of 10,400.

iHeartCountry NZ also added 23,400 listeners this survey.

Strength and value of radio

NZME chief audio officer Jason Winstanley says it’s fantastic to see growth across the suite of stations, both in share and audience.

“And to have Newstalk ZB continue its run as the country’s number one commercial radio station as it celebrates its 100 years on air. ZM has had an outstanding survey, and it’s brilliant to see The Hits and Flava building on their momentum too. I’m also so proud of the iHeartCountry team for this result – their first full national survey since launch, and a great sign of things to come as the station reaches even more country music fans across New Zealand. Thanks to all our awesome teams at NZME who work so hard every day to keep our listeners entertained and coming back for more each day.”

Boggs says the results underline the continued strength and value of radio for both listeners and advertisers.

“Commercial radio remains powerful, reaching millions of Kiwis every week, and it’s great to see NZME growing both its share and its audience this survey. That growth is a direct result of the investment we continue to make in our talent, our content and our brands.

“Apps are an increasingly important part of that picture too, with more of our audience now choosing to listen on iHeartRadio, with continued growth in digital listening and podcast downloads. NZME’s point of difference is our extensive offering across multiple platforms and channels, and radio and digital audio play a very important role in that mix,” says Boggs.

Audio is the perfect mix

Jamison says: “In recent weeks we have seen a number of the world’s leading marketing thinkers talking about the unique strengths of audio for advertisers and encouraging greater use of audio as a channel. Mark Ritson for example shared his latest data demonstrating that when used correctly, audio can create catalytic business impacts for advertisers and grow business across a wide range of metrics including profit and trust. Audio provides the perfect mix of audience and outcomes and is therefore highly effective in helping brands grow.”

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