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Radio remains a strong tactic in any marketer’s toolbox, offering advertisers options for achieving wide reach as well as narrow targeting in the media marketplace. Consisting of terrestrial, satellite, digital, and hybrid approaches, some of the strongest radio advertising applications include reaching consumers while they are ‘captive’ in their vehicles; in an ‘listen all day’ format at work or home; customized playlists on their mobile devices; to be adjacent to popular personalities and influencers; specifically engaging Spanish-speaking and African American audience segments. Terrestrial radio accounts for 39% of audio consumption among those 13 and older, compared to 18% clocked by streaming services, second among all audio segments, including podcasts, satellite radio and owned music. We can buy radio in local, regional, national and international formats, making it one of the most efficient media channels with flexible creative types including :60, :30, :15 second spots, as well as sponsorship options and promotions.