Turn Up Your Campaigns by Tuning in to Radio

Written by Jonathan Baker
Contributor: Jessica Altman, Integrated Media Planner/Buyer at EGC

More often than not, when we hear the term “traditional broadcast advertising,” we tend to think of television. And while that’s an accurate connection, radio is overlooked. Recent findings will make marketers realize that radio is an advertising tool to reckon with.

Radio defies expectations

The year 2023 may go down in history as “The Renaissance of Radio.” Citing findings from Nielsen Holdings, an article in Radio Ink stated that last year—for the first time in history—the total audience for radio overtook that of television! As if this were not surprising enough, do you have any idea who accounts for most of this audience?

Radio’s appeal bridges generations

The Radio Ink article noted a growing percentage of people who tune into the radio. Members of the “Baby Boomer” generation, you might think? Nope. Radio has gradually experienced a healthy 12 percent increase in listeners between the ages of 18-to-49 (or respectively, a cross-section of “Generation Z,” “Millennials,” and “Generation X”). How’s that for broad appeal? Let’s go deeper.

The differences between radio listeners and television viewers

Since 2018, those “younger” members (ages 18-to-49) have been tuning out of television at a weekly decrease of 29 percent. The main reason for this stems from a lot of the advertising that’s presented on TV—much of which is geared toward the aforementioned ‘Baby Boomer’ generation. On AM/FM radio, however, the younger listeners hear and appreciate ad content that is more relevant to them.

Nielsen knows its stuff

Nielsen claims that over-the-air radio is the most widespread media in the nation. (And, according to Statista, Nielsen has approximately 6,200 employees. So, 6,200 Nielsen employees can’t be wrong.) Among younger people, radio is as popular and frequently tuned into as all the social media platforms. As stated, much of this gravitation toward radio centers around advertising. Oh, and there’s something else…

Radio is not just heard in the car

It would be understandable to think that radio is most listened to in the cars of commuters as they make their way to and from their jobs. Again, not so. Nearly 60 percent of radio’s audience tunes in outside of the hours that make up morning and late afternoon rush hour traffic, with midday and weekend as the most frequent listening times.


The findings about the power of radio should teach us the following lessons:

  • Seemingly “old-fashioned” methods of advertising—like radio—are still relevant.
  • Never presume that one type of media will appeal to a certain set age or demographic.
  • Stay on top of a target audience’s preferences for consuming content.
  • As a foundation for the three previous points: You can never know exactly what will appeal to existing and potential customers.

If you’ve gained an appreciation of possibilities of marketing your brand via radio, get in touch with EGC. Everything—from planning a strategy to production in our state-of-the-art EGC Content Studio—is taken care of under one roof. Our marketing and creative teams, complemented by expertise in media placement, will have customers lending their ears to what your brand has to offer.

Consider this also: If your brand already has a strong integrated marketing presence—on social, television, and/or print—making room for radio will only strengthen your campaigns.

Contact us. We’re ready to listen.