The Power of Radio
Nearly 90% of ad-supported in-car audio listening belongs to AM/FM radio, and more than half of ad-supported home listening is attributed to AM/FM – triple that of streaming music. At work, radio captures nearly two-thirds of ad-supported audio time.
Wide Reach
Radio reaches 84% of adults 18+ weekly, surpassing social networking on smartphones (78%), connected TV (74%), and traditional TV (58%). It captures 69% of ad-supported audio listening time, far ahead of podcasts (19%) and streaming (3–5%).
The Power of Spoken Word
Radio boosts web traffic and brand awareness, with studies showing a multiplier effect on multi-channel campaigns.
Radio is Engaging
Radio’s auditory nature creates memorable experiences through storytelling, jingles, and live reads, driving brand discussions and consumer action.
Targeted Advertising: Radio allows precise audience targeting by station demographics and listening habits, ensuring ads reach the right listeners.
Get to know your target with Programmatic radio: An innovative way to place your ads on digital radio channels, podcasts, and streaming services precisely where your audience tunes in. This method leverages data and technology to automate the ad buying process, ensuring your message is delivered at the optimal moment to listeners who are most likely to be interested in your offerings.
“AM/FM radio CPMs should be a premium to Pandora and Spotify: Pandora/Spotify audio impressions are not the same as AM/FM radio impressions. ”
A series of recent studies explode the myth that ads with “sight, sound, and motion” are inherently more effective than audio ads. Lumen’s recent study reveals audio ads exhibit greater attentiveness and brand recall than video. Lumen also reports audio is also the most cost-efficient media on an “attention CPM” basis. — Source: U.S. Media Attention Study, MARU/Matchbox National Survey
Startups Are Turning To Radio Advertising To Grow Their New Businesses. Borrell & Associates May, 2025 data reveals that 14% of the small business that have opened since 2020 plan to hike their radio ad spending this year.
Sports/News-Talk content garners the greatest attention: AM/FM radio audiences pay the most attention when listening to Sports 76% and News/Talk 73% (only second to public radio 79%)
— Source: U.S. Media Attention Study, MARU/Matchbox National Survey, April 2024
“Radio Listeners Over-Index Across the Board. They are more likely to use advertising as a pathway to new product discovery. They’re decision-makers. They have families.”
— NuVoodoo, Making the Case for Radio study, Sept. 2024
“ ‘Real Radio’ is still defined for me by doing what a playlist cannot do—putting together music in an order that is different each time, but not random; telling me what’s happening in my town, or yours; advocating for the music it introduces to me; being punctuated by people who are funny or thought-provoking. Part of the initial appeal when I began listening, and part of radio’s identifying DNA now, is the shared experience.” — Sean Ross, VP Music and Programming, Edison Research
80%+ of NFL Listening Audience is Reached in the Car
The NFL Audience on Radio is More Passionate than the TV Audience, Leading to Greater Impact from Audio Commercials
THE IMPACT OF NFL BROADCASTS FOR BRANDS…
Highlighting In-Market Stations Exclusive Coverage and Audience Engagement. The Benefits of Advertising during NFL games, Emphasizing the Passionate Listener Base and Extensive Reach:
- Engaged Audience
- Massive Reach
- Captivated In-Car Listening
- Desirable Demographics
- Amplifying TV Campaigns
Radio is Cost Effective for Adverisers
Radio ads cost $5–$750 per 60-second spot (cost per point), significantly less than TV or digital video, with a high ROI due to broad audience reach.
Radio Production Costs are Significantly Lower than TV
When it comes to budget-friendly advertising, radio stands out. The cost of producing and airing radio commercials is significantly lower than that for television or digital video platforms. This cost efficiency enables businesses, especially small to medium-sized enterprises, to achieve wider reach and frequency without exhausting their marketing budgets.
Compass Media Networks provides a full complement of commercial creative services via our Compass Creative division — The leading provider of spec spots in the country along with SPECai, an AI web tool that provides your team with the ability to create spec spots in seconds.
Segmented & Measureable Target Audience
Targeted Advertising: Radio allows precise audience targeting by station demographics and listening habits, ensuring ads reach the right listeners.
Terrestrial Radio Connects Across Generations & Rural America
Traditional radio maintains an even stronger hold among older generations. Baby Boomers dedicate 69% of their ad-supported listening to terrestrial radio, while Gen X listeners spend 64% of their daily listening time with it.
Radio remains one of the most effective advertising and communication tools, but its impact varies significantly depending on location. In urban markets, radio competes with digital platforms, streaming services and social media for attention. However, in smaller rural communities like Prescott Valley, Verde Valley, Cottonwood and Flagstaff, local radio remains a trusted and powerful medium for businesses and residents alike.
