Report: Audio Remains Key for Small Business Growth

RADIO ONLINE | Thursday, June 4, 2026 | 11:18am CT

Audacy Insights

Small businesses face increasing pressure to make every marketing dollar count as they navigate a growing number of advertising channels and heightened demands to demonstrate return on investment, according to a new Audacy Insights report.

The report, entitled "Small Business Budgets. Big Expectations. Why Audio Delivers," argues that the most effective marketing strategies combine traditional and digital channels to guide consumers from awareness to purchase. Audacy cites research showing that local businesses are prioritizing brand building, trust, and search optimization as they seek measurable results from their advertising efforts.

Audacy positions audio platforms -- including broadcast radio, streaming audio, and podcasts -- as effective tools for building brand awareness through repeated exposure and strong audience engagement. The company notes that sponsorships, branded features, and community-based events can help businesses establish stronger local connections with consumers.

Among the examples highlighted in the report is a campaign for Hellmann's Mayonnaise, which partnered with Audacy and sports station WFAN to create football-themed tailgate events featuring brand activations, celebrity appearances, and fan engagement activities designed to increase brand visibility and consumer interaction.

The report also emphasizes the role of trusted on-air personalities and podcast hosts in influencing consumer behavior. Audacy says endorsements from familiar voices can help businesses build credibility and encourage purchasing decisions, particularly in competitive local markets.

For businesses focused on driving measurable conversions, Audacy advocates combining audio campaigns with digital marketing tactics. The company says audio can build awareness and trust at the top of the sales funnel, while digital channels can capture consumer intent and drive actions such as website visits, store traffic, and purchases.

One case study cited in the report involved a grocery chain that used a mix of streaming audio, podcast advertising, and geo-targeted digital display ads. According to Audacy, the campaign generated an additional 64,000 in-store visits across the retailer's locations.

Looking ahead, Audacy says artificial intelligence is reshaping both consumer discovery and advertising execution. The company notes it is incorporating AI-powered tools into areas such as search optimization and digital out-of-home advertising while continuing to promote integrated campaigns that combine radio, podcasts, digital media, and social platforms.

Audacy concludes that while technology continues to evolve, successful marketing campaigns still depend on trust, local connections, and authentic engagement to turn audience exposure into measurable business results.

Read the entire Audacy Insights post here.