We're busting the myth. Radio is alive and well.
Talk about audio advertising and what are the hot topics? Streaming services, podcasts and social media.
It’s easy to assume that traditional radio has faded into obscurity. Many marketers have shifted their focus to on-demand platforms, thinking that radio is a relic of the past—or perhaps they’re just taking the path of least resistance for reporting on ROI. But here’s the truth: radio isn’t just surviving—it’s thriving. And for many brands, to leave it out of the marketing mix would be a major lost opportunity.
Radio is dead? We don’t think so.
Radio’s Reach and Influence
Despite the rise of digital audio, radio continues to play a massive role in people’s daily lives. Nielsen research shows that U.S. adults spend over four hours a day consuming audio content. Surprisingly, radio makes up 67% of ad-supported audio listening—far surpassing podcasts (20%), music streaming (10%) and satellite radio (3%).
And while younger listeners (18–34) are exploring more on-demand options, radio still holds strong, making up 45% of their total audio time—outperforming podcasts (37%) and streaming or satellite radio (18%). For those 35 and older, radio is even more dominant, accounting for 74% of their listening time.
So, while digital platforms are certainly growing, radio remains a trusted, go-to source for audio content across key demographics.
Why Radio Still Matters for Marketers
Radio’s relevance goes beyond just its reach—it offers unique advantages that other platforms struggle to match.
Captive Audiences on the Go: Around 80% of in-car audio consumption comes from radio. That means brands can connect with listeners while they’re commuting, running errands or traveling—times when they’re less distracted by screens and giving you their full attention.
Built-in Trust and Credibility: Local radio stations have strong community ties and listeners trust their favorite radio hosts. When a DJ or talk show host endorses a product, it feels authentic—a trust factor that’s often missing in digital ads.
Cost-Effective Advertising: Compared to other media, radio ads are typically more affordable, making them a great option for businesses looking to maximize their marketing budget. Plus, brands can target specific audiences based on station format, listener demographics and time slots.
What People Are Tuning Into
Knowing what people are listening to helps brands craft better campaigns. Here’s a breakdown of the most popular radio formats:
- News & Talk Radio – 11%
- Adult Contemporary – 8.6%
- Classic Hits & Country – 5.9% each
- Sports Radio – 4.5%
By aligning messaging with the interests of their audience, brands can boost engagement and make their ads more impactful.
How to Make Radio Work in a Modern Marketing Strategy
Rather than dismissing radio as outdated, smart marketers integrate it into a multi-channel strategy. Here’s how:
- Pair it with digital efforts – Running radio ads alongside social media promotions or offering exclusive deals to radio listeners can boost engagement.
- Tap into radio’s digital side – Many stations offer online streaming, mobile apps and smart speaker integrations, expanding reach beyond the traditional airwaves.
- Leverage local connections – Sponsoring radio segments, contests or influencer-style endorsements can strengthen a brand’s credibility and connection with local communities.
Don’t Count Radio Out Just Yet
The idea that “radio is dead” just doesn’t hold up in light of the facts. The truth is that terrestrial radio remains a powerhouse in the advertising world—offering unmatched reach, strong listener trust and cost-effective marketing opportunities.
The most effective marketing strategies don’t abandon traditional channels—they blend radio, digital and social media to create a powerful, multi-touchpoint approach. For brands looking to truly connect with their audience, radio is still very much alive—and well worth tuning into.
We are industry experts at combining paid, earned, shared and owned media, incorporating both traditional and digital tactics into marketing mixes that deliver results for our clients.
Reach out to us today and let’s talk about what might work best for your brand!
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