Digital ads get the buzz, but radio quietly outperforms in ways that matter to your bottom line.
Start with reach: Nielsen’s 2026 Audio Today report found radio reaches 93% of U.S. adults monthly — including 89% of adults 18 to 34, proof it isn’t just an older-generation medium.
It also dominates its category. Edison Research’s Share of Ear data shows AM/FM radio holds a 64% share of ad-supported audio listening, well ahead of podcasts at 20%. In cars — where people are running errands or heading to appointments — radio holds an 84% share of ad-supported listening, putting your message right before purchase moments.
The payoff shows up in acquisition numbers too. Analysis from the Advertising Council of Australia’s Effectiveness Database found campaigns using audio nearly doubled new customer acquisition (37% vs. 22% for non-audio campaigns).
For local businesses especially, radio pairs affordability with accountability: track results using dedicated phone numbers, promo codes, and landing pages, then compare cost per acquisition against customer lifetime value.
If your product needs 30–60 seconds to explain and you want customers who actually call or walk in, radio deserves a spot in your plan.
Sources: Nielsen 2026 Audio Today report; Edison Research Share of Ear (Q3 2025); Advertising Council of Australia Effectiveness Database analysis (Mediaweek, 2026)
