Why It’s Time for Advertisers to Rethink AM/FM Radio’s Role in the Media Mix

In a recent article for the Association of National Advertisers (ANA), Tammy Greenberg, Senior Vice President of Business Development at the Radio Advertising Bureau (RAB), confronts widespread misconceptions about AM/FM radio's current value in advertising. Despite audio comprising 24.5% of ad-supported media consumption, it receives just 8.4% of ad spending—and broadcast radio, which dominates audio listening, gets an even smaller slice at 4.6%.

Greenberg presents compelling data to correct myths, such as the belief that few people still listen to radio. In reality, AM/FM radio reaches 80% of Americans weekly, far more than many marketers estimate. She emphasizes radio's powerful reach, cost-effectiveness, and high attention metrics, including findings that AM/FM delivers 8x the cost efficiency of TV and 128% better performance in attention-based metrics.

She also points to advances in audience measurement, such as Nielsen’s updated methodology, and enhanced attribution tools from partners like Claritas and Veritone that connect radio ads to real-world outcomes. Technologies from Quu and GeoBroadcast Solutions are helping bring visual, geo-targeted elements to in-car radio displays, further expanding radio's relevance and impact.

Greenberg’s message is clear: advertisers must re-evaluate radio’s capabilities and consider it a vital, modern channel in the marketing mix.

Interested in reading the full article? Read it here.