MediaMetrics™ Q1 2026: Radio still leads morning drive

Wave-1 numbers for 2026 show something familiar: between 06:00 and 09:00, Namibians still reach for radio. Breakfast drive-time reach is within 2 percentage points of the 2025 average.

What has shifted is the afternoon curve. Commuters on the drive home (16:00–18:00) are increasingly dual-using: radio on the car speakers, podcasts on headphones during the walk to the bakkie. Our diary + passive measurement hybrid captures this overlap for the first time.

For advertisers this means spot-buying strategies built on single-platform reach are now understating total brand exposure. We are working with buyers to publish updated reach/frequency models across the two ecosystems.