Is It Worth Advertising on Radio in 2025?

(Spoiler: It Depends on How You Use It)

In a world dominated by digital ads, streaming platforms, and short attention spans, traditional radio might seem like a relic from another era. Yet in 2025, smart marketers know better — radio is evolving, not fading.

The question isn’t whether radio still works. It’s how to make it work for you.

Radio Still Reaches Millions

Despite constant competition from podcasts and Spotify, radio remains one of the most powerful mass-reach media in America. According to Nielsen, over 90% of U.S. adults still listen to AM/FM radio weekly — more than any other platform.

That reach is especially strong in local communities, where people tune in for familiar voices, traffic updates, and local news. For small businesses trying to connect with customers close to home, that’s gold.

Why Radio Can Still Deliver Strong ROI

The cost of entry for radio remains relatively low compared to digital video or TV. You can build awareness and repetition — two key ingredients of brand recall — without blowing your budget.

When paired with consistent frequency and a clear call to action, radio ads can drive real results, especially for:

• Local retailers and service businesses

• Non-profits running donation drives

• Events, fundraisers, and seasonal promotions

• Automotive and home improvement companies

The key is pairing great creative with smart scheduling. Morning drive, midday, and afternoon slots remain prime real estate.

Radio Works Even Better With Digital

The most successful campaigns in 2025 don’t treat radio as an island. They integrate it.

Combine your radio buy with:

• Google Ads or Facebook campaigns using the same message

• QR codes or short vanity URLs in radio spots to track conversions

• Streaming radio or podcasts for on-demand reach

• Connected TV (CTV) for a full multimedia mix

The synergy between digital and radio builds brand trust faster than either channel alone. Consumers who hear your radio ad are more likely to click your digital one — that’s the halo effect.

The Rise of Streaming Audio

While AM/FM holds strong, digital radio and streaming audio are where growth is happening. Platforms like Spotify, Pandora, and iHeartRadio offer precise targeting options by age, gender, location, and even mood.

That means you can run geofenced, demographically targeted ads that sound like radio — but behave like digital. Add dynamic ad insertion, and you’ve got personalized messages playing in real time.

When Radio Might Not Be Worth It

If your business depends entirely on ecommerce or has no geographic focus, radio may not deliver the same return as paid search or social media. Similarly, if your creative is weak — or you don’t run enough frequency — results will fizzle fast.

Radio demands repetition and relevance. One spot per week won’t cut it. You need a 3–4x per-day presence for at least several weeks to make an impression.

So… Is Radio Advertising Worth It in 2025?

Absolutely — if you use it strategically.

Radio remains one of the last media that people hear with intent — during commutes, in offices, or while doing chores. When it’s localized, emotionally engaging, and supported by digital follow-up, it can outperform newer media in cost-per-impression and brand recall.

The businesses winning in 2025 are the ones who blend radio’s storytelling power with digital’s measurability.

The smartest marketers aren’t choosing between radio and digital. They’re using both — building campaigns that reach people in their cars, on their phones, and in their hearts.

Ready to find out if radio fits your 2025 marketing strategy?

Grace Williams Creative can help you build a cross-platform plan that connects airwaves to online action.

👉 Contact us today to get started.