Audio Advertising Builds a Bridge Between Traditional and Digital Media

The research underscores the importance of integrating audio advertising with digital strategies. Radio ads serve as trusted touchpoints that pave the way for future engagement, particularly when consumers encounter the same brand on platforms like Facebook, Instagram, or TikTok.

This cross-channel influence is especially notable among 25- to 44-year-olds — a group that includes full-time professionals, parents, and first-time homeowners. 64% of respondents in this group said hearing a product on the radio makes them more likely to click on that product’s digital ad later.

"Consumers are inundated with ads across every device and platform. And in a world full of AI-generated content and misinformation, they’re craving trustworthy, familiar environments," said Lainie Fertick, President of iHeartMedia Insights. “Hearing a product in the authentic voice of a radio host adds credibility and familiarity that digital alone often can’t deliver.”

This sentiment is reinforced by earlier findings from Critical Mass Insight’s 2023 study, which reported that 8 in 10 consumers trust broadcast radio hosts to recommend products and services — a rate that far outpaces most other forms of media. Radio listening offers a human touch, especially in an era where personalization and authenticity are paramount.

The Key Benefits of Radio Advertising for Digital Strategy

The report reveals several compelling data points that showcase the synergy between radio and social media:

These results suggest that radio advertising effectiveness isn’t just about direct action — it’s about creating memory structures that influence consumer decisions across platforms. When a brand message is first introduced through radio ads, it sets the stage for deeper engagement when that same message appears in a social media feed.

This effect holds true across demographics, geography, and even listening frequency. Even among lighter radio listeners, 6 in 10 said they are more likely to engage with a social post if they’ve heard about the brand on the radio. Among Black and Hispanic consumers, that number jumps to 75%, reinforcing how radio serves as a cultural and community connector that elevates brand trust.

Radio Advertising Drives In-Store and On-the-Go Behavior

Beyond digital clicks and impressions, radio advertising also influences day-to-day decisions. CMI’s study showed the impact extends to real-world buying habits:

• 44% of respondents say they’re more likely to buy a product they see in a grocery store if they heard about it on the radio first.
• 49% said they’re more likely to visit a fast-food restaurant after hearing an ad for it on the radio.

This shows that radio doesn’t just make brands more memorable—it makes them actionable. Whether it’s driving someone to click a link, try a new snack, or make a lunch stop, radio listening activates the brand in real-world moments.

"This data reinforces what the radio industry has long known,” added Fertick. “Audio advertising improves the performance of other media — it makes social ads work harder, builds brand familiarity, and drives measurable action.”

Do People Still Listen to the Radio?

Despite growing investment in digital channels, radio listening remains strong, with tens of millions of Americans tuning in each week. As marketers evaluate media mix strategies, CMI’s research suggests that radio ads are a critical complement to digital media, rather than a replacement for it.

The perception that radio is outdated is refuted by the data: trusted voices, real-time context, and emotional storytelling make radio one of the few remaining high-attention environments in a cluttered media world. When marketers align their radio campaigns with their social media strategy, they’re more likely to reach consumers in multiple touchpoints — and more likely to break through.

Final Thoughts

For marketers asking “does radio advertising still work?” — the answer is a clear and resounding yes. But even more important, this study shows that radio makes other advertising work better, especially social media ads. By introducing a brand through trusted audio channels, brands are priming audiences to recognize and respond when they see that same message digitally.

As platforms evolve and digital environments become noisier, radio ads are proving to be a vital way to cut through the clutter, build trust, and amplify campaign performance across the board.

Study Methodology

Conducted by Critical Mass Insights between March 25–27, 2025, the national survey included 1,000 U.S. consumers aged 18–64. The sample was weighted by race, ethnicity, and geography to align with U.S. Census benchmarks.

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