Uncover the consistent influence of radio advertising.

Turn Up the Radio (Advertising)!

March 31, 2025 | Katelynd Gibbons

Brands have what seems like endless choices when it comes to advertising. There’s a lot to consider and a lot of ways to reach target audiences. Yet, one channel continues to stand the test of time and consistently deliver powerful results: Broadcast Radio. Despite the rise of streaming services and digital platforms, radio remains a dominant force, especially when it comes to reaching in-car listeners. If your marketing strategy isn’t incorporating AM/FM radio, you might be missing out on an incredibly valuable and effective platform for engaging your audience. So, how does it drive consumer behavior, and how can brands leverage it to boost your marketing efforts?

The Dominance of AM/FM Radio in Car Listening

Did you know that 86% of ad-supported in-car audio listening goes to AM/FM?¹ This makes radio the dominant audio platform in one of the most valuable and engaged listening environments: the car. In-car listening presents a unique opportunity for advertisers, because so many people are spending hours on the road any given week, and AM/FM radio has their attention. Whether it’s during the daily commute, a long drive to a weekend getaway, or simply running errands, people rely on the radio for music, local news, and entertainment. This makes it an ideal method to deliver brand messages to a captivated audience.

It comes down to a simple and seemingly unshakeable idea: Radio ads get heard.

Radio Ads Drive Real Engagement

It’s not just about reach. Radio advertising is also a powerful driver of engagement. Studies show that radio ads are directly linked to increased brand awareness and action. For instance, radio advertising has been linked to an average 14% increase in website traffic.² This statistic highlights an essential aspect of radio advertising: it doesn’t just broadcast your message, it actually prompts action. Whether you’re encouraging listeners to visit your website, check out a new product, or engage with your brand on social media, radio has a proven track record of pushing people to take the next step. What makes radio so effective is the combination of repetition and emotional connection. Radio ads are heard multiple times throughout the day, reinforcing your message. Additionally, on-air radio personalities and program hosts create a personal connection with their audience, which can be cultivated by advertisers to build trust and brand loyalty through the power of the "local influencer!"

Radio’s High Return on Investment

In today’s crowded advertising world, ROI is everything. You need to ensure that money spent on marketing is yielding results. One of the standout benefits of radio advertising is its high return on investment. According to studies, advertisers who incorporate AM/FM radio into their marketing mix see a stronger return on spend compared to digital-only campaigns.³ Radio reaches consumers at a highly receptive time and often in a more relaxed setting, which can lead to a higher level of recall. Additionally, radio ads can be a cost-effective way to reach a broad audience. With the right strategy, even a small portion of your marketing budget dedicated to radio can yield impressive results.

Why AM/FM Radio is Still a Powerful Advertising Channel

With the rise of streaming platforms, podcasts, and digital ads, does AM/FM radio still have the power it once did? The answer is a resounding yes. Radio has a unique advantage that other platforms can’t quite match: local, personal connections. People tend to trust their favorite radio personalities and feel a sense of community with them, making radio a great vehicle for creating an emotional bond between brands and consumers. With live and local radio programming especially, there can be essentially a parasocial relationship between the on-air talent and the listeners. Additionally, radio is highly accessible and can capitalize on local impact.

How to Incorporate AM/FM Radio Into Your Marketing Mix

So, how can you make AM/FM radio a part of your marketing strategy? Here is how we approach radio advertising for our clients:

Target the right audience: Know who you want to reach and select stations that align with your audience. Considering who makes up the demographics for certain stations allows brands to deliver thoughtful messaging on the right channels to catch the right attention.
Be consistent: Frequency is key with radio. Make sure your ads run frequently enough to make an impact. Radio is most effective when listeners hear your message multiple times.
Use a strong call to action: Encourage your listeners to act on your message. Whether it’s visiting your website, buying event tickets, following you on social media, or even applying for a job opening, a clear call to action is essential for driving engagement.
Create memorable ads: Use the power of sound to your advantage. Radio ads rely on music, voice, and sound effects, so we make sure your ad stands out and leaves a lasting impression.

Overall, incorporating AM/FM radio into your marketing strategy can be a game-changer. With its massive reach, proven engagement power, and high ROI, radio is a channel that should not be overlooked. If you’re not already leveraging radio advertising, now is the time to tune in and start reaping the benefits. It’s a powerful tool for reaching your audience where they’re already engaged (like when they are on the road) to drive real results for your business.