"Why Radio Still Works in 2025: A Senior Media Consultant’s Take"

Published by Keith Hanshaw , Senior Media Consultant | Radio & Digital Marketing Expert

March 05, 2025

Let’s talk about something that might surprise you: radio isn’t just alive—it’s thriving as a marketing powerhouse in 2025. As a media consultant who builds campaigns blending radio and digital, I’ve seen firsthand how this “old-school” medium delivers results that often outpace flashier channels like TV. Here’s a stat that stopped me in my tracks: 33% of AM/FM radio listeners are actively in-market for products and services, compared to just 11% of TV viewers. That’s three times the engagement—and it’s not just a fluke. So, why does radio work so well, and how can it fit into your next campaign? Let’s unpack it.

First, the numbers. That 33% vs. 11% comes from a study of high-value consumers—people with serious buying intent (think homeowners, car buyers, or business owners, not just financial clients). Radio listeners aren’t passively scrolling or flipping channels; they’re tuned in—often during commutes, workouts, or downtime—making them prime targets for messaging that sticks. TV, while still a juggernaut for reach, skews older and less engaged (80% of linear TV viewers are 50+, per Nielsen). Radio, on the other hand, hits a sweet spot: active, diverse, and ready to act.

Why does this matter for your business? Whether you’re in retail, automotive, healthcare, or beyond, radio’s intimacy cuts through the noise. It’s not competing with a dozen browser tabs or a cluttered streaming ad break—it’s a direct line to your audience. I’ve built campaigns where radio drives 45% more opportunities than TV, pairing it with digital retargeting for a one-two punch. Imagine a car dealership using radio to plant the seed (“0% APR this weekend!”) and digital to seal the deal with a targeted ad. That’s the kind of ROI I’m seeing across industries.

But it’s not just about reach—it’s about trust. Radio’s personal vibe—think a familiar DJ or podcast host—builds credibility that visuals alone can’t always match. I’ve got clients in hospitality seeing 16% higher action rates from radio listeners compared to digital-only campaigns. It’s not replacing digital; it’s amplifying it. The data backs this up: heavy radio listeners are more likely to engage with brands, recommend products, and even invest in new ideas—stats I’ve pulled from real campaign results.

I’m struck by a persistent misperception in the marketing world: the idea that radio is a relic, overshadowed by the shiny allure of digital platforms. The Radio Advertising Bureau’s (RAB) latest insights, detailed in their compelling "Misperception: Is Anyone Listening? Radio Works" piece on rab.com, shatter that myth with hard data and a clear message—AM/FM radio isn’t just surviving; it’s thriving.

Let’s start with the numbers that demand attention: 209 million people tune into radio weekly, making it America’s number one reach medium. That’s more adults aged 18 and older than social media or TV can claim via smartphones, tablets, or apps. In an era where podcasts, streaming services, and in-car tech dominate headlines, radio remains the steadfast backbone of audio consumption. It’s not just holding its own—it’s outpacing the competition. As a senior media consultant, I’ve seen trends come and go, but radio’s resilience is a testament to its unique ability to connect, inform, and engage.

The RAB highlights radio’s reach across key demographics: 79% of adults with household incomes over $75,000, 79% of college graduates, 82% of full-time employees, and 77% of 18- to 49-year-olds. These aren’t niche audiences—they’re the economic and cultural drivers of society. Add to that the 218 million who listen online monthly and the 192 million who’ve ever engaged with a podcast, and you see a medium that’s not only broad but deeply integrated into modern life. Radio’s adaptability—on-air, online, and on-demand—ensures it meets listeners where they are, whether they’re commuting, working, or unwinding.

What sets radio apart, though, isn’t just its reach; it’s its local heartbeat. With over 15,000 AM/FM stations nationwide, radio blankets every corner of the U.S., delivering hyper-local content that digital giants often struggle to replicate. The Jacobs Media Tech Survey 2024 underscores this, noting that 57% of adults value radio’s "local feel" as its standout advantage. Traffic updates (25%), weather reports (30%), news (36%), and local events (38%) keep listeners tethered to their communities. In a world where globalized algorithms dictate so much of our media diet, radio’s personal touch—amplified by trusted personalities—feels like a lifeline.

Critics might argue that radio’s relevance wanes as younger generations flock to Spotify or TikTok. But the data begs to differ: 77% of 18- to 49-year-olds still tune in. Radio remains the top source for music discovery and the most-used audio platform in cars, where it commands a 70% usage rate among adults. This isn’t nostalgia—it’s utility. As a consultant, I’ve advised brands to lean into this: a well-crafted radio spot during a morning commute can plant a seed that digital ads, often skipped or ignored, struggle to match.

Yet, the misperception persists. Some marketers assume radio lacks the precision targeting of digital or the visual punch of video. Fair points, but they miss the bigger picture. Radio’s strength lies in its intimacy and immediacy—qualities that foster emotional connections and drive action. RAB’s insights align with my own experience: radio builds brands, engages customers, and boosts sales not through flashy gimmicks but through consistent, authentic presence. It’s a full-funnel solution, from awareness to conversion, that too many overlook.

In 2025, as audio undergoes a renaissance, radio isn’t the old guard clinging to relevance—it’s the foundation on which new platforms build. Podcasts and streaming may grab headlines, but AM/FM’s 209 million weekly listeners dwarf SiriusXM’s 33 million subscribers. It’s free, ubiquitous, and trusted, reaching everyone, not just those who can pay. For marketers, this is an opportunity hiding in plain sight. The question isn’t "Is anyone listening?"—it’s "Why aren’t we investing more where the audience already is?"

As I argued in my newsletter, radio works because it’s both timeless and timely. In a fragmented media landscape, it offers scale, locality, and humanity. So, to my fellow marketers: let’s dispel the misperception. Radio isn’t just alive—it’s a powerhouse. Visit rab.com/whyradio for the full story, and let’s start leveraging it to its full potential in 2025.

So, here’s my challenge to you: rethink your media mix. If you’re dumping 60% of your budget into TV or digital display (sound familiar?), consider shifting 10-15% to radio. Test it—pair it with a digital follow-up—and watch the metrics. I’ve seen campaigns lift brand equity by double digits just by adding audio. It’s not about abandoning what works; it’s about finding the edge that others overlook.

What do you think—does radio still have a place in your 2025 strategy? Drop a comment or shoot me a message—I’d love to hear your take or brainstorm how it could fit your goals. Let’s make your next campaign not just effective, but unforgettable.

Keith Hanshaw, Senior Media Consultant | Helping Businesses Boost ROI with Radio & Digital Connect with me for campaign ideas or check my profile for more insights!