Every once in a while I’ll be sitting with a business owner, and they’ll lean in a little and say something like, “Okay… but does anyone actually listen to the radio anymore? Does radio advertising still work?”
And I always smile, because I’ve been hearing versions of that question for, oh… about twenty years now. And yet, radio keeps doing its thing — quietly, consistently, almost stubbornly effective.
I know it’s tempting to think it’s all about digital now. Ads that follow people around the internet, dashboards full of charts, AI this, machine-learning that. Trust me, I use digital every day. It’s great. But radio? It still shows up in a way a lot of newer channels can’t quite replicate.
People really do still listen
Here’s the part that surprises most folks: radio still reaches a huge number of people every single week. Not just older listeners, not just commuters trapped on I-whatever during rush hour — a broad mix of real humans who are going about their day with the radio on in the background.
There’s something about that routine, that comforting “same station I always listen to” feeling, that makes radio messages land. It’s familiar. It’s trusted. And honestly, it cuts through the noise in a world where we’re constantly clicking away from one thing to the next.
Radio advertising still works because people feel like they know the voices
One thing I’ve noticed over the years is that listeners form surprisingly strong relationships with the hosts they hear every day. Even if they’ve never met them, it feels like they have.
I once had a client laugh and tell me, “People walk into our shop and say, ‘I heard you on the radio!’ even though it was just our ad running between songs.” That’s the magic of the medium — it creates this subtle sense of connection. And connection is what drives response.
It’s also incredibly practical
From a strategic standpoint, radio is one of those channels that just makes sense. It has reach. It has frequency. It lets you tell a story without overwhelming people. And it’s often far more affordable than what you’d spend fighting for attention online.
And when you combine radio with digital? That’s the sweet spot. Radio builds trust and awareness; digital catches the people who heard your name and later think, “Wait… where have I heard of them before?”
(That’s the point where they Google you. And that’s the part most business owners don’t realize radio helped spark.)
Local businesses especially benefit
If you’re a local or regional business, radio can be an absolute gem for the right demo. Local stations really are community hubs. People tune in for weather, traffic, high school scores, the DJ who jokes about their dog every morning.
Your message becomes part of that routine. You’re not shouting into the void — you’re speaking to your neighbors. Radio advertising still works.
Let me be honest about the “trackability” thing
Yes, digital is easier to track. It gives you numbers on numbers on numbers. But here’s what experience has taught me: when clients add radio, their digital numbers get better anyway. Website traffic nudges up. Search volume goes up. Even social engagement sometimes lifts.
That’s not a coincidence. It’s the multiplier effect, and radio does it beautifully.
If I were running your marketing today…
I’d still include radio for the right demographic. No hesitation. It’s steady, it’s human, and it fills a unique role that digital can’t fully take over.
I’d use it to build a foundation — the kind of consistent presence that keeps your name in people’s heads. Then I’d layer digital on top to capture the hand-raisers.
I’ve seen this combo work for years, across industries, budgets, and personalities. It’s not theory — it’s patterns. And after two decades in this business, you learn to trust the patterns.
Final thought
The world moves fast, but people don’t change as quickly as technology does. We still like familiar voices. We still listen while we’re driving, cooking, or getting ready for the day. We still respond to stories and tone and repetition.
Radio taps into all of that in a way that still matters — maybe more than ever. Radio advertising still works!
Call us to walk you through how to make local radio advertising successful in 2026.