The landscape of media opportunities to market your company exploded with the growth of online advertising. But that doesn’t mean you should rule out traditional advertising options. Specifically, radio advertising should not be overlooked in your media planning. Broadcast radio outlets have had to adapt to thrive in this era of e-advertising and that’s good news for advertisers. Here’s why:

Radio’s Reach – According to independent research, more people are listening to radio than watching cable TV, reading magazines, looking at newspapers, or listening to Pandora or Spotify. And with streaming, even local radio stations have a much larger reach than was possible before.




The size and strength of AM/FM radio

AM/FM radio is the centerpiece of audio


Share of audio time spent among persons 18+

AM/FM radio – 51%
Owned music – 12%
Music videos on YouTube – 8%
Ad-free SiriusXM – 5%
Ad-supported Pandora – 5%
TV music channels – 5%
Other streaming audio – 4%
Other – 3%
Podcasts – 3%
Ad-free Spotify – 2%
Ad-supported Spotify – 2%
Ad-free Pandora – 1%
Ad-supported SiriusXM – 1%

Source: Edison Research, “Share of Ear,” Q3–Q4 2016, Q2 2017, Persons 18+ SiriusXM: Ad-supported: Spoken Word, Ad-Free: Music. Percentages may not add up to 100 due to rounding



Clearly defined target demographics – Who do you want to hear your message? If it’s males between the ages of 25 and 55, try sports talk radio. If it’s an affluent audience you want, try a classical music station. There are stations aimed at mothers 25-50, teens, baby boomers, and fans of country music… You get the idea. Radio combines reach with specifically targeted groups.

Personal connection with your audience – Other than face-to-face, there is no better way to make a personal connection with members of your target audience than radio. They get to hear your message in your voice (or a pro’s), with your inflections – even if it requires 10 takes to get it right! They can get a personal invitation to try your product or service and hear why you’re so passionate about it. It’s as though you’re communicating one-on-one with a listener in his car or at her desk.

Costs – To stay in business, radio outlets must compete with online outlets, and they do. Most radio outlets do a good job of controlling costs and can reflect that in what they charge for a :30 second or :60 second spot. They have also learned that, to give advertisers the best ROI, they need to offer ‘added value’ to their proposals – promotional opportunities such as on-air mentions of your event and/or remote broadcasting from your location. Many will also package your broadcast schedule with an online advertising schedule on their websites.