Radio Air Time Marketing: A Bold New Strategy for Today’s Fragmented Media Economy

A marketing director who suggested shifting significant budget back to radio was expecting resistance. Six months later, the data surprised her: brand recall up 34 percent, purchase intent in the target demographic up 22 percent, and cost per quality impression less than a quarter of equivalent digital reach.

“I had to double-check the numbers,” she says. “We had been ignoring one of the most effective advertising channels available because it didn’t feel modern.”

Radio and audio advertising — in podcasts, streaming services and digital radio — has become one of the most competitive advertising environments in the media landscape.