Radio Ads Boost Consumer Engagement With Social Media

RADIO ONLINE | Monday, April 28, 2025

Critical Mass Insights (CMI)

Critical Mass Insights (CMI) released new findings Monday showing that radio advertising significantly increases consumer engagement with brands across social media and in-store environments. According to the study, 55 percent of radio listeners are more likely to click on a social media link advertising a product or service if they have first heard it advertised on the radio. On average, listeners reported they are twice as likely to click on a link for a product they've heard about on the radio compared to one they have not.

The effect is even stronger among 25-44 year-olds - a group often characterized by full-time work, early parenthood, and early homeownership - with 64 percent of respondents in that demographic saying they are more likely to click on links for products they have been exposed to on-air.

"Consumers are inundated with advertising every day, on every platform, and they're increasingly navigating an environment that includes fake AI-generated content, so it's no surprise that first hearing about a product in the trusted, familiar environment of broadcast radio increases the legitimacy of the advertiser and the product in their minds," said CMI President Lainie Fertick. "This research confirms and builds on our research noting that 8 in 10 consumers trust broadcast radio hosts to recommend products and services to them, even as trust in other media is eroding."

Other key findings from the study include:

• 72 percent of consumers are more likely to notice social media advertising for a product after hearing about it on the radio.

• 7 in 10 consumers say they are more likely to read a social media ad for a product they've heard about on the radio.

• Two-thirds of consumers reported they are more likely to try a new product after hearing about it on the radio.

This trend was consistent nationwide, across political affiliations, and even among lighter radio users, with 6 in 10 saying they are more likely to engage with social media posts from brands they've heard about on the radio. The impact was particularly strong among Black and Hispanic consumers, three-quarters of whom said that hearing about a product first on the radio makes them more likely to click on a related ad later.

The study also found radio's influence extends into everyday purchasing decisions:

• 44 percent of consumers say they are more likely to buy a product in a grocery store if they heard about it on the radio first.

• 49 percent say they are more likely to visit a fast-food restaurant after hearing about it on the radio.

"This research highlights how radio can help brands cut through today's advertising clutter and make them more top-of-mind - not just in that moment when listeners hear an ad, but later, when they come across a product in a store, in a digital ad, or while driving down the highway," Fertick said.

He added, "Hearing about a brand in a high-attention environment, like radio, changes how they respond to that brand in a more crowded environment. When we're hearing a lot about a product or brand, it's much more likely to be a part of our consideration set, and radio is how we hear about what's going on in our communities. Consumers are confirming what the radio industry has always known: Audio improves the performance of other media."