RAB Urges Marketers to Reconsider Radio's Role in Media Mix

RADIO ONLINE | Tuesday, May 6, 2025 | 9:31am CT

Radio Advertising Bureau (RAB)

The Radio Advertising Bureau (RAB) is challenging long-held misconceptions about AM/FM radio's relevance and effectiveness in modern media strategies. In a new article for the Association of National Advertisers (ANA), RAB Senior Vice President of Business Development Tammy Greenberg lays out a data-driven case for why radio deserves a bigger role in brand marketing plans.

"Radio's truths are revealed proving, without a shadow of a doubt, the value the audio leader brings to a brand's marketing mix," Greenberg wrote.

Despite audio accounting for nearly a quarter (24.5%) of ad-supported media consumption, it garners only 8.4% of ad spending, according to WARC. Broadcast radio, which makes up 68% of audio listening, receives just 4.6% of that spend.

Greenberg says this disparity is fueled by misperceptions-particularly the notion that "no one listens to radio anymore." In a 2024 survey by Advertiser Perceptions, marketers estimated AM/FM radio's weekly reach at 46%, when Nielsen data shows it actually reaches 80% of Americans.

"Radio is America's No. 1-reaching medium," Greenberg emphasized, citing findings from RAB's Audio Pulse Poll that show 99% of ANA members rate reach as "important" or "very important" to their media strategy-yet only 31% realize radio can deliver on that.

Radio also stands out for attention metrics. In Dentsu's 2023 "Attention Economy Study," audio outperformed television by 128%, and AM/FM radio was found to be 8 times more cost-effective than TV.

Greenberg also highlighted recent improvements in radio measurement. Nielsen's January 2025 adjustment-from a five-minute to a three-minute listening qualifier-could increase reported listening and impressions by 24%, enhancing attribution and media mix modeling.

Beyond measurement, radio has proven to deliver results. "Radio is a full-funnel solution," Greenberg wrote, noting attribution partnerships with companies like Claritas, Veritone, and ArtsAI that help connect audio ads to online and in-store conversions.

Visual enhancements are also expanding radio's capabilities. Technologies from Quu and GeoBroadcast Solutions allow advertisers to display visuals in vehicle dashboards, targeted by geography. Two-thirds of heavy AM/FM listeners say they're likely to respond to deals shown on their car displays, according to Westwood One.

In closing, Greenberg urged advertisers to move past outdated assumptions: "From broadcast to podcast, audio commands the consumer's attention... The time is now to question perceptions and explore what audio can do to drive bottom-line results."

The article is part of RAB's ongoing contributions to the ANA's Thought Leadership Program.