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Top Radio News
Jeff Liberman Exits Entravision After 25 Years
| RADIO ONLINE | Friday, February 20, 2026 | 7:19pm CT |
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Entravision Communications has parted ways with longtime President and Chief Operating Officer Jeff Liberman, ending a nearly 26-year run with the Spanish-language media company that owns 46 Spanish-language radio stations.
Liberman's departure closes one of the longest executive tenures in U.S. Hispanic radio. He joined Entravision Communications in 2000 following its acquisition of Latin Communications Group, where he had expanded operations from two stations to 17 across California, Colorado, New Mexico and Washington, DC.
He was named President of Entravision's Radio Division shortly after the acquisition and led the unit through a period of national expansion and digital transformation. During his tenure, the company launched the Entravision Radio Network, reaching 94% of the U.S. Latino market by 2014 through syndication efforts. He also established Entravision Solutions, a national representation firm designed to monetize broadcast inventory for partner networks.
Liberman advanced to Chief Operating Officer in 2012 and was appointed President and COO in 2017. In that role, he oversaw 98 media properties across 31 national offices, including television affiliates aligned with Fox, The CW and Univision, as well as dozens of Spanish-language radio stations.
According to his LinkedIn profile, Liberman centralized TV master control operations, generating $1.5 million in annual savings, migrated traffic systems to the cloud to strengthen cybersecurity protections, and led the launch of multiple podcasts and radio programs as part of a digital audio growth strategy. He also directed more than 270 weekly newscasts and helped guide expansion of the company's digital division through acquisitions and the appointment of a Chief Digital Officer.
WGR Brand Expands to Rochester on 95.7 FM
| RADIO ONLINE | Friday, February 20, 2026 | 12:12pm CT |
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Audacy is expanding its WGR Sports Radio brand into the Rochester market, rebranding WROC-FM as WGR Rochester on 95.7 FM. The change takes effect at 11pm ET on February 22. While the WROC call letters will remain, the station will carry WGR Rochester branding and air a lineup built around WGR's Buffalo-based programming, supplemented by a locally focused show for Rochester listeners.
The move follows a recently announced FM simulcast expansion of WGR Sports Radio in Buffalo and extends the brand's reach across Western New York.
Under the new format, Rochester mornings will begin with "The Jeremy and Joe Show" from 5:30-10am, followed by "The Northtown Automotive Extra Point Show" from 10am-noon. "Sabres Live" will air from noon-1pm, delivering updates on the NHL's Buffalo Sabres.
At 1pm, Gene Battaglia will host "The Sports Bar," a Rochester-focused program dedicated to local sports coverage, running until 3pm. "Schopp and Bulldog" will round out the weekday lineup from 3-7pm.
Tim Wenger, Senior Vice President and Market Manager for Audacy Buffalo and Rochester, said the hybrid approach combines WGR's established sports programming with a dedicated local presence tailored to Rochester fans. He noted the expansion strengthens coverage of Buffalo-area teams while maintaining a local sports voice in the Rochester market.
With the launch of WGR Rochester, Audacy further extends WGR's footprint across Western New York.
Chairman Carr Announces Pledge America Campaign
| RADIO ONLINE | Friday, February 20, 2026 | 3:42pm CT |
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FCC Chairman Brendan Carr has launched the Pledge America Campaign, calling on the nation's broadcasters to support the upcoming 250th anniversary of American independence with patriotic and civic-focused programming.
The initiative aligns with the White House's Salute to America 250 Task Force, established by President Donald J. Trump to coordinate a yearlong celebration culminating on July 4, 2026. Festivities are set to begin Memorial Day 2025 and continue through the semiquincentennial.
Carr said the Pledge America Campaign encourages broadcasters to air content that promotes civic education, national pride and American history in support of the anniversary. He noted that broadcasters, consistent with their public interest obligations, are positioned to provide programming responsive to the needs and interests of their local communities.
In a statement, Carr said the 250th anniversary of the signing of the Declaration of Independence offers an opportunity to reflect on the nation's founding principles and its history. He cited concerns about declining civics education and suggested broadcasters could help address the issue through locally tailored programming.
Examples outlined by the FCC include running public service announcements or specials focused on civic education and American history; highlighting local historic sites during news programming; beginning the broadcast day with the national anthem or Pledge of Allegiance; airing music by composers such as John Philip Sousa, Aaron Copland, Duke Ellington and George Gershwin; offering daily "Today in American History" features; and partnering with community organizations engaged in related efforts.
Participation in the Pledge America Campaign is voluntary. Broadcasters may indicate their commitment and highlight relevant programming to their audiences as part of the nationwide observance leading up to America's 250th birthday in 2026.
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Report: Podcasting Tops 53% Monthly Reach in U.S.
| RADIO ONLINE | Thursday, February 19, 2026 | 1:10pm CT |
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Podcasting now reaches more than half of the U.S. population each month, with 53.6% of Americans listening to or watching podcasts, according to Triton Digital's 2025 U.S. Podcast Report. The annual study, powered by IAB Tech Lab-certified Podcast Metrics and Demos surveys of 12,000 monthly listeners, highlights continued audience growth, expanding video consumption and evolving advertiser opportunities.
Monthly reach is strongest among adults 18-34 at 68.7%, followed by 35-54 at 62.1%, while 35% of those 55+ report monthly usage. Hispanic consumers (66.1%) and Black/African American consumers (59.0%) index strongly for monthly reach.
Podcast listeners skew younger, more educated and more affluent than the general population, with above-average representation among college graduates and households earning $100,000 or more.
In RSS-based new episode downloads, Apple Podcasts leads with 49.7% share, followed by Spotify at 15.7% and iHeartRadio at 7.6%. However, YouTube continues to gain ground as the most-used platform overall for podcast consumption. In 2025, 37.7% of monthly listeners say they use YouTube most often, compared with 24.6% for Spotify and 11.3% for Apple Podcasts.
Listening remains the dominant format, but video continues to grow. Thirteen percent of the monthly audience listens only, 7% watches only, and 80% both listen and watch podcasts.
Comedy leads all genres in monthly reach at 41.5%, followed by News (26.5%) and Society & Culture (22.8%). Science, History and Fiction skew toward listening, while Music and Sports over-index for watching. Comedy bridges both behaviors.
The influx of new listeners is helping drive growth in niche categories such as Kids & Family, Arts and Music, with as much as 45% of Kids & Family consumers reporting they are new to podcasting within the past year.
Among the top 20 podcasts by downloads in 2025, nine are News programs. NPR News Now ranks as the most downloaded podcast of the year.
The iHeart Audience Network leads in overall downloads among sales networks, while "Bulwark Takes" tops the list of new podcast launches based on average weekly downloads.
As audiences diversify, new listeners show strong purchase intent across categories including wireless providers, online shopping, quick-service restaurants and weight-loss products.
Triton says it plans to expand its tools in 2026 to deliver deeper insights and support industry collaboration as podcasting continues to evolve.
The full report is available from Triton Digital at TritonRankers.com
iHeartMedia Study Highlights Bicultural Latino Power
| RADIO ONLINE | Thursday, February 19, 2026 | 12:51pm CT |
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iHeartMedia has released a new consumer study examining Bicultural Latinos, those who identify as equally American and Hispanic, finding the group represents a growing economic and cultural force shaping the next era of U.S. growth.
The report, "New American Consumer: Bicultural Latinos," developed in partnership with Collage Group, indicates Bicultural Latinos now account for nearly 40 percent of all U.S. Latinos. The study describes the audience as culture-driven and identity-focused, bridging both American and Hispanic influences rather than choosing between them.
According to the findings, two-thirds of Bicultural Latinos say they identify equally as Hispanic and American, and 78 percent report feeling more connected to their heritage today than a year ago. The study links that cultural confidence to economic momentum. U.S. Latino purchasing power has reached $4.1 trillion, supported by a population of nearly 70 million. Latino GDP has grown from $2.2 trillion in 2015 to $4 trillion, a pace more than twice that of non-Latinos. If measured independently, the study notes, U.S. Latinos would rank as the fifth-largest economy in the world.
"Bicultural Latinos are not just an audience - they are a cultural vanguard," said Enrique Santos, President and Chief Creative Officer of iHeartLatino. He added that brands must prioritize cultural intelligence over language translation to build long-term loyalty.
The study finds language does not solely determine engagement. Nearly 90 percent of Bicultural Latinos typically consume audio content in English, though one in three prefer Spanish for music or radio. Advertising preferences are split: about one-third want ads to match the language of the content, another third prefer English, and the remainder are flexible.
Researchers conclude that shared values and lived experiences outweigh language alone in driving connection.
Audio plays a significant role in daily life for Bicultural Latinos. Citing data from Nielsen, the study notes broadcast radio reaches nine in ten Latinos monthly. Among Bicultural Latinos, 92 percent listen to radio in English and 78 percent in Spanish, with 65 percent preferring to listen equally in both languages.
The report also finds:
- 98 percent listen to music weekly
- 63 percent listen to podcasts weekly
- 69 percent engage with live sports through audio
Additionally, 96 percent say they seek human-led content. Many report listening with family members and sharing audio experiences, reinforcing audio's role as both cultural ritual and communal touchpoint.
The study highlights high levels of brand openness within the group. Seventy-three percent say they are willing to try new brands. Bicultural Latinos are 60 percent more likely to purchase from brands that reflect them and 61 percent are willing to pay more for those brands. Sixty-nine percent say they value brands that engage during cultural moments.
They are also 22 percent more likely than the general population to make a purchase after hearing a radio advertisement.
"As the report makes clear, there is a significant opportunity for brands to deepen their connection with this audience," said Lainie Fertick, President of iHeartMedia Insights. She noted that collaboration with culturally aligned creators and trusted voices across broadcast radio and podcasts can help marketers build credibility and drive action.
The study concludes that for Bicultural Latinos, culture, not simply language, is the primary driver of engagement, and that audio remains a key platform for reaching this expanding and influential audience.
Sydney Sperling Upped to CMN Affiliate Sales Director
| RADIO ONLINE | Thursday, February 19, 2026 | 7:35pm CT |
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Compass Media Networks has promoted Sydney Sperling to Director of Affiliate Sales, expanding her responsibilities across the company's national audio portfolio. In her new role, Sperling will help develop affiliate sales strategy and lead growth efforts for programming including The Anna & Raven Show, Intelligence for Your Life, Rick Dees, Deja Vu, and SPECai, among others.
"Sydney has consistently demonstrated exceptional sales skills and a deep understanding of the affiliate marketplace," said Nancy Abramson. "This promotion is well deserved and recognizes her ability to build strong partnerships and deliver results."
A 2023 graduate of Trinity College, Sperling joined Compass Media Networks in July 2023. The company said she has played a key role in strengthening affiliate relationships and supporting the growth of its syndicated programming lineup.
"I'm incredibly grateful for the opportunity and excited to step into this new role," Sperling said. "Compass Media Networks has an amazing team and a powerful lineup of content, and I look forward to continuing to support our affiliates and drive growth together."
Elaina Smith to Host CRS 2026 New Faces Show
| RADIO ONLINE | Thursday, February 19, 2026 | 1:18pm CT |
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Country Radio Broadcasters (CRB) has announced that award-winning personality Elaina Smith will return as host of the New Faces of Country Music Show at Country Radio Seminar 2026. The annual seminar is scheduled for March 18-20 at the Omni Nashville Hotel.
Smith, a nationally recognized Country radio host, currently leads the syndicated program Backstage Country. She is also known for her previous work on Nights with Elaina and her podcast, Breaking Thru with Elaina, which focuses on emerging artists and industry voices. A multi-year host of the New Faces event, Smith has become closely associated with the showcase, which is one of the most anticipated highlights of CRS.
Co-partnered by the Academy of Country Music and St. Jude Children's Research Hospital, the New Faces of Country Music Show recognizes artists who have demonstrated significant momentum at country radio during the qualification period leading into CRS 2026.
This year's New Faces performers are Kelsey Hart, Ella Langley, Chase Matthew, John Morgan, Meghan Patrick and Josh Ross.
Additional information about CRS 2026 is available at CountryRadioSeminar.com.
iHeartPodcasts, Vaaka Launch "Boys & Girls" Podcast
| RADIO ONLINE | Thursday, February 19, 2026 | 7:49pm CT |
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iHeartPodcasts and Vaaka Media have debuted "Boys & Girls," a new original podcast exploring the complexities of arranged marriage and the search for "desi love" within South Asian communities worldwide. Hosted by Radhika Viswanathan, the weekly series launched February 19 and is available on the iHeartRadio app and major podcast platforms.
The show examines the cultural dynamics behind arranged marriages, a practice chosen by 93% of Indians, where factors such as caste, class, family ties and geography often stand in for traditional notions of compatibility. These relationships are frequently facilitated by extended family members, matchmakers and astrologers, with romantic love sometimes developing later.
In many desi communities, marriage remains a defining milestone, with unmarried adults often still viewed as "boys" or "girls," regardless of professional or personal accomplishments. The podcast seeks to give voice to those who have navigated that experience.
Viswanathan, who draws on her own time in the arranged marriage system, said the process can feel overwhelming. "I was just beginning to explore who I was. Choosing breakfast was hard enough, so choosing a life partner made my head spin," she said. "It felt like I was in a fishbowl, watched by everyone around me."
Produced alongside Samyuktha Varma and Menaka Raman, the series will feature conversations with individuals who have gone through the arranged marriage process, sharing perspectives on expectations, identity and autonomy.
The first episode introduces listeners to the structure and traditions behind arranged marriages. New episodes will be released weekly on Thursdays.
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FCC Plans First Reserved-Band FM Translator Window
| RADIO ONLINE | Wednesday, February 18, 2026 | 1:23pm CT |
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The Federal Communications Commission is moving to bolster noncommercial broadcasting by outlining plans for the first-ever filing window for new FM translator construction permits in the reserved portion of the FM band.
In a Public Notice adopted February 18 (FCC 26-10), the Commission directed its Media Bureau to open a future filing window for new noncommercial educational (NCE) FM translators operating in the 88-92 MHz band. That segment of the dial is reserved for community, educational and public service programming.
The planned window would provide noncommercial FM, low power FM and noncommercial AM stations their first opportunity to apply for a noncommercial translator in the reserved band, allowing stations to extend their coverage and service to additional listeners.
The Commission said it is seeking comment on eligibility requirements and potential application caps designed to prevent speculative filings and ensure equitable access to spectrum. In prior filing windows, the FCC has imposed limits - including a 10-application cap - to reduce mutually exclusive applications, curb mass filings and streamline processing.
Those restrictions have also been used to align with mandates under the Local Community Radio Act of 2010, which requires the agency to preserve licensing opportunities for secondary services such as low power FM stations.
By structuring the upcoming window with eligibility standards and filing limits, the FCC said it aims to promote efficiency, prevent gamesmanship and preserve spectrum for future community-based services.
The action was approved by Chairman Carr and Commissioners Gomez and Trusty.
97.1 The Ticket Extends Lions with Multi-Year Deal
| RADIO ONLINE | Wednesday, February 18, 2026 | 1:31pm CT |
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WXYT-FM (97.1 The Ticket) has announced a multi-year extension of its broadcast partnership with the Detroit Lions, continuing its role as the team's radio home. Under the renewed agreement, the station will broadcast all preseason, regular season and postseason games, maintaining its long-standing connection with Lions fans across Detroit and the surrounding region.
Debbie Kenyon, Senior Vice President and Market Manager of Audacy Detroit, said the extension reflects the station's commitment to delivering comprehensive game-day coverage and strengthening its relationship with listeners. She described the Lions as a symbol of pride and resilience for the city and said the partnership helps connect fans directly to the action on the field.
Rod Wood, President and CEO of the Lions, said the continuation of the agreement ensures the team's games remain on one of the area's most prominent sports radio outlets, reinforcing its connection to fans.
As part of the partnership, the station will continue airing the "Lions Review Show," hosted by Lions Radio Network play-by-play voice Dan Miller alongside 97.1 The Ticket hosts Will Burchfield and Bob Wojnowski. The program airs Mondays during the season from 6-7pm ET beginning August 31.
Throughout the season, Lions quarterback Jared Goff and Head Coach Dan Campbell are scheduled to make weekly appearances on the station's morning and midday programs. "Costa & Jansen with Heather" airs from 6-10am ET, followed by "The Karsch & Anderson Show" from 10am-2pm ET.
RAB to Host ''One Voice for Radio'' Webinar
| RADIO ONLINE | Wednesday, February 18, 2026 | 1:16pm CT |
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The Radio Advertising Bureau (RAB), in partnership with its Board of Directors, will present another installment of its One Voice for Radio initiative with a live webinar titled "One Voice for Radio, Better Together."
Scheduled for 12pm CT on Wednesday, March 4, the virtual session will focus on unity, collaboration and the collective strength of the radio industry. The initiative is designed to highlight radio's ability to deliver results for advertisers, connect with consumers and serve local communities.
RAB President and CEO Mike Hulvey will lead the discussion alongside several broadcast executives, including Erik Hellum, Chief Operating Officer of Townsquare Media; Rob Babin, Executive Vice President of Radio at Cox Media Group; Julie Koehn, President of Lenawee Broadcasting Company; and Scott Sutherland, Executive Vice President of Regional Media Operations at Bonneville International.
According to RAB, the session will explore how collaboration across companies and markets strengthens the medium as a whole and provides actionable insights for industry professionals looking to participate in the unified effort.
The live webinar and accompanying resources are free and open to members of the radio and advertising community. Registration is available here.
Olympics Provide a Pathway for New Sports Fans
| RADIO ONLINE | Wednesday, February 18, 2026 | 1:04pm CT |
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New data from SSRS shows the Olympic Games continue to generate stronger interest among non-sports and light sports fans than any other professional or collegiate league.
According to the SSRS Sports Poll, the Olympics draw significantly more interest from non-sports fans and light sports fans than other major leagues - a trend that has remained consistent for more than 30 years of tracking.
The findings come amid a busy February sports calendar that included the Super Bowl matchup between the Seattle Seahawks and the New England Patriots, as well as global attention surrounding the 2026 Winter Olympics.
Over three decades, the Sports Poll has measured interest levels across four audience segments: non-sports fans, light sports fans, average sports fans, and avid sports fans. In both the non-sports and light fan categories, the Olympics rank highest by a significant margin - a position the Games have held since the poll began tracking interest more than 30 years ago.
Beyond audience engagement, the Olympics also appear to play a key role in cultivating sports fandom. In 2021, the SSRS Opinion Panel found that 68% of Americans age 12 and older said the Olympic Games were an important factor in becoming a sports fan.
Edison Research says the data from the Sports Poll and SSRS Opinion Panel can help media companies, marketers, and rights holders better understand how to connect with both established and emerging sports audiences.
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Throwback 2K Expands to Weekdays Nationwide
| RADIO ONLINE | Wednesday, February 18, 2026 | 8:42pm CT |
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Throwback 2K, hosted by Chris Cruise and syndicated nationally through Skyview Networks, is expanding to a seven-day-a-week schedule as it marks five years on the air.
Originally airing Friday through Sunday, the early 2000s-focused program will now be available weekdays, offering affiliates added flexibility while maintaining its core throwback format. The new weekday version features one produced hour of early 2000s hits, complemented by four hours of personality-driven voice tracks and content. The structure is designed to allow stations to integrate a daily 2K feature while preserving control over their existing playlists and format strategy.
Cruise acknowledged the expansion with a nod to the era the show celebrates, saying, "Hold on, so you're telling me we're now going to be playing throwbacks from the 2000s during the week too? That's so fetch."
Tony Lorino, Founder and CEO of Throwback Brands, said affiliates have been requesting additional programming from Cruise for years. He noted the weekday rollout will help stations pair the show's 2000s music focus with their own playlists while extending the brand's presence across on-air and social platforms.
Since its launch in January 2021, Throwback 2K has grown to 75 affiliates nationwide. The weekday expansion reflects increasing demand from stations seeking syndicated content that integrates into existing programming strategies.
Andrew Kalb, EVP of Strategic Business Operations at Skyview Networks, said the move into weekdays increases scale and frequency for network advertisers while providing affiliates with a customizable product aimed at strengthening ratings and revenue.
Throwback 2K is available to Top 40 and Hot AC stations nationwide.
Auddia to Merge With Thramann, Rebrand as MCFN
| RADIO ONLINE | Wednesday, February 18, 2026 | 1:37pm CT |
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Auddia Inc. has signed a definitive merger agreement with Thramann Holdings, LLC, advancing a previously announced letter of intent from August 2025 and setting the stage for a rebranding and corporate restructuring in the second quarter of 2026.
Under the agreement, Auddia will merge with privately held Thramann Holdings and reorganize into a holding company to be named McCarthy Finney. The combined company is expected to trade on Nasdaq under the ticker symbol MCFN. Upon closing, Auddia will become a wholly owned subsidiary of McCarthy Finney, alongside Thramann Holdings' portfolio companies LT350, Influence Healthcare and Voyex.
Thramann Holdings is controlled by Jeff Thramann, founder, Chairman and CEO of Auddia. Thramann has founded multiple companies across healthcare, media and technology sectors and is named on more than 130 U.S. and international patents. He has previously taken Auddia and Aclarion public and completed several strategic sales to both public companies and private equity firms.
Following the transaction, Auddia shareholders are expected to own approximately 20% of McCarthy Finney, with Thramann expected to own about 80% of the combined company at closing. Thramann will continue as Chief Executive Officer, and John Mahoney will remain Chief Financial Officer. Current Auddia board members are expected to serve on the board of the combined entity.
The merger is conditioned on Auddia having at least $12 million in cash at closing to fund operations and support future milestones. The company said management's discounted cash flow analysis of McCarthy Finney's 10-year pro forma projects a base case valuation of approximately $250 million.
The boards of directors of both companies unanimously approved the transaction. Closing is subject to customary conditions, including approval by Auddia stockholders, the effectiveness of a Form S-4 registration statement to be filed with the Securities and Exchange Commission, and the continued listing of the combined company's common stock on Nasdaq.
Sean Hannity Launches New FOX News Podcast
| RADIO ONLINE | Wednesday, February 18, 2026 | 12:51pm CT |
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FOX News Channel host Sean Hannity is expanding his media presence with the debut of a new podcast, "Hang Out with Sean Hannity," set to premiere March 3.
Announced by Porter Berry, President of FOX News Digital and New Media, the twice-weekly program will feature long-form interviews with guests from across culture, business, sports and politics. The podcast will be filmed from Hannity's Florida-based studio, described as his personal "man cave," and is designed to offer extended, unscripted conversations beyond his traditional broadcast formats.
The launch adds to FOX News Media's expanding podcast portfolio, which includes shows such as Ruthless, Will Cain Country, Planet Tyrus and The Riley Gaines Show. The company has continued to grow its digital and on-demand offerings as part of its broader new media strategy.
Berry said the addition of Hannity's podcast strengthens the network's lineup with one of its most established personalities. Hannity said the format will allow for deeper discussions about guests' career paths, challenges and defining moments, without the time constraints of television.
In addition to the new podcast, Hannity will continue hosting his syndicated radio program, The Sean Hannity Show. He will also sunset his FOX Nation program, "Sean," as part of the transition.
WGR Sports Radio Launches FM Simulcast in Buffalo
| RADIO ONLINE | Tuesday, February 17, 2026 | 11:20am CT |
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Audacy has launched an FM simulcast of WGR 550 in Buffalo, expanding the reach of the longtime Sports outlet across Western New York. WGR Sports Radio will now air on W284AP (104.7 FM) and WLKK-FM (107.7 FM), in addition to its existing 550 AM signal. The move replaces the Country format previously heard on 107.7 & 104.7 The Wolf.
Market Manager Tim Wenger said the addition of FM signals strengthens WGR's position as a key destination for Buffalo sports fans. "WGR has been the heartbeat of Buffalo sports, and now that beat is louder than ever," Wenger said, noting the simulcast will extend the station's coverage to more listeners throughout the region.
WGR 550 has long served as a central outlet for live, local Sports Talk and team coverage. The new FM presence is designed to improve signal accessibility and broaden the station's footprint across Western New York.
The weekday lineup for WGR Sports Radio remains: "The Jeremy and Joe Show" (5:30-10am), "The Northtown Automotive Extra Point Show" (10am-12pm), "Sabres Live" (12-1pm), "WGR Insiders" with Tim Graham, Brad Riter, Zach Jones, Derek Kramer and other contributors (1-3pm), and "Schopp and Bulldog" (3-7pm).
Audio ROI Perception Lags Measurement Reality
| RADIO ONLINE | Tuesday, February 17, 2026 | 2:00pm CT |
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The latest blog from Cumulus Media | Westwood One's Audio Active Group spotlights a widening gap between advertiser perception and marketplace data when it comes to audio advertising return on investment.
Citing a new eMarketer report conducted with Amazon Ads, the blog notes that 55% of brands and agencies say "difficulty measuring ROI" is the top barrier to increasing digital audio spending. Another 36% believe digital audio is less effective than other channels.
Yet the blog argues that audio has entered what it calls a "golden age" of measurement, supported by a broad range of studies quantifying sales impact, brand lift, search and site attribution, creative effectiveness, and long-term profit return.
The eMarketer study found marketers primarily use audio for upper- and mid-funnel objectives such as awareness, consideration, and brand favorability. However, many expect lower-funnel proof points such as direct sales conversions.
The blog likens this mismatch to "testing a Spanish class with a calculus exam," citing marketing effectiveness research from WARC, James Hurman, Les Binet and Peter Field that underscores the need to evaluate brand-building campaigns differently from performance tactics.
Research from TikTok and brand tracking firm Tracksuit is also referenced, showing that stronger brand awareness improves lower-funnel conversion performance - reinforcing the idea that brand building and performance marketing serve complementary roles.
The post highlights brand lift measurement firms such as Upwave, which has conducted hundreds of studies and developed benchmarks by industry and brand size. Upwave CEO Chris Kelly says many advertisers underestimate audio's brand-building strength despite extensive campaign data demonstrating impact.
The blog also compiles recent studies measuring direct sales outcomes from audio campaigns:
- ABCS Insights, commissioned by iHeart, found digital audio generated nearly $2 million in incremental sales for a retailer, while AM/FM radio produced $5.8 million. The study reported AM/FM radio delivered 20% greater sales per person reached than digital audio.
- Affinity Solutions, working with Cumulus | Westwood One, reported that a digital audio campaign for a major retailer increased new customers by 5%, transactions by 3.5%, shopper spend by 4%, and total sales by 4%.
- Podscribe's Q4 2025 Benchmark Report, covering 79,000 campaigns and 20 billion impressions, provides industry- and genre-level benchmarks for site visits, conversion rates, and cost per acquisition in podcast advertising.
The blog also points to improvements in Media Mix Modeling (MMM), noting that actual as-run AM/FM radio ad occurrences from Media Monitors can now be matched with Nielsen audience data. Former P&G analytics chief John Fix says this advancement significantly improves the precision of radio's ROI measurement.
Several large-scale ROI studies further underscore the perception gap:
- WPP Media found digital audio tied for first in short-term ROI, with AM/FM radio second. Over a two-year horizon, both ranked above the all-media average for profit return.
- Circana's Media Mix Modeling benchmarks place AM/FM radio #2 globally in ROI and #4 domestically in the U.S., generating $2.14 in profit for every dollar spent. However, Circana's CMO survey ranks AM/FM radio last in perceived effectiveness.
- Marketing effectiveness researcher Peter Field's review of IPA databank case studies found brands using AM/FM radio achieved 13% greater mental availability, 28% larger market share, 42% more cases reporting large profit growth, and 23% higher return on marketing investment.
Attention measurement firms are also reshaping assumptions about audio effectiveness. Adelaide reports AM/FM radio delivers 85% of the attentiveness of linear TV at roughly one-quarter the CPM, while podcasts reach 94%. A separate study from Lumen, commissioned by Dentsu, concluded audio ads outperform video for attention and brand recall on an efficiency basis.
The blog concludes that while advertiser skepticism persists, the body of measurement evidence suggests audio advertising is both quantifiable and competitive in delivering business outcomes across the funnel.
Read the entire blog post here.
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