Most Local Radio Ads Miss Effectiveness Mark, Study Says

RADIO ONLINE | Monday, August 18, 2025 | 9:57am CT

Yaman Coskun

A new study from yaman.AI reveals that 61% of locally produced radio commercials fail to meet effectiveness standards, with automotive and legal spots performing worst. The six-month review analyzed 5,693 commercials across 108 U.S. markets, including the top ten, and found that only 39% scored 8 or above on a 10-point scale measuring emotional resonance, brand recall, and clarity of call-to-action.

Automotive ads averaged just 5.0 on the scale, while legal spots fared worse at 4.0. Home improvement scored 6.0, healthcare 7.0, and retail 5.0. The analysis used AI tools to assess both creative execution and production quality.

Yaman Coskun, founder of yaman.AI and a former radio creative director, said the results highlight a troubling trend: "As radio stations nationwide grapple with AI adoption in creative departments, we're seeing a troubling decline in commercial quality. Radio's emotional power is built by humans for humans. AI should enhance creative talent, not replace it".

The report points to an increasing practice of radio leadership assigning creative AI tools directly to sales staff, bypassing professional creative teams, as a primary factor behind the decline.

To help improve ad quality, yaman.AI is offering its Local Spot Analyzer free to radio professionals. The tool allows users to upload a commercial and receive real-time effectiveness scoring. "The stakes are too high for ineffective advertising, especially when the industry is already struggling with spot revenue," Coskun said.