A new Nielsen study conducted with iHeartMedia argues that removing AM/FM radio from new vehicles could come at a significant cost for automakers, with nearly half of consumers saying they would not buy a vehicle lacking traditional broadcast radio. The "In Car Radio Study," conducted in May 2026 among more than 1,000 recent and prospective vehicle buyers, concludes that AM/FM radio remains one of the most valued in-car entertainment options despite growing availability of streaming services, smartphone integration and subscription-based media platforms. According to the report, about half of respondents said they would refuse to purchase a vehicle without AM/FM radio, while more than seven in 10 believe it should be included as standard equipment. That places AM/FM radio alongside Apple CarPlay and Android Auto in perceived importance and ahead of satellite radio and built-in subscription music services. The findings arrive as the National Association of Broadcasters continues to lobby Congress to pass the AM Radio for Every Vehicle Act, legislation that would require automakers to include AM radio in new vehicles. The bill has gained bipartisan support but has yet to become law. Nielsen also examined how radio influences vehicle purchase decisions using a Choice-Based Conjoint analysis, a methodology commonly used by the automotive industry to measure how consumers weigh features against price. The analysis ranked AM/FM radio as the second most influential audio and infotainment feature in consumers' purchasing decisions, trailing only smartphone integration. The report also points to broader implications for automakers' brands. Roughly half of respondents said they would view a manufacturer less favorably if it eliminated AM/FM radio across its vehicle lineup. That negative reaction was strongest among consumers age 55 and older, a group that represents many repeat vehicle buyers. The study suggests radio's appeal extends beyond entertainment. Eight in 10 respondents said receiving