Radio advertising works, and here’s why:
“If life was tough before COVID, it’s gotten a lot tougher. In that time, we need to navigate with those that make us feel good, feel warm, and can perpetuate and give us some hope with where we want to go. I think radio does so many of those things to facilitate that connectivity — whether that’s with your past or the present. Radio does that almost better than any other media that I can think of.”
—Bob Liodice, Association of National Advertisers
“Radio goes back to the beginning, right? We’ve always had these personal relationships with our local DJs. Since I was a kid, I’ve always been obsessed with my local DJ. And, their influencer status — there was power in that. And, these podcasters — they have that kind of influence now. It’s a one-to-one relationship in your skull practically.”
“Radio works because it’s real people who are relatable and local talking to real people who are local and need to be related to.”
“Even though you don’t visualize things right in front of you with radio, the sounds that you hear can be just as powerful and just as evocative in bringing to life those moments and experiences and the sense of joy through sound.”
“Radio is going to continue to be a very integral part of the industry going forward. Broadcast Radio is and remains very important to the industry and to cars.”
“Now, more than ever, people are seeking companionship. While listening may have shifted from at work to at home, we at our core have always been reflective of what’s happening in our listeners’ lives. Even though their lives have changed, the need for companionship hasn’t.”
