Jun 28 2023
Megan Reschke

Why You Should Include Broadcast Radio in Your Next Omnichannel Campaign


What do the Star Wars movies, the novel “To Kill a Mockingbird,” and Converse Chuck Taylors all have in common?  

They’re classics. Never go out of style. Oldies but goodies. Each and every one has stood the test of time—and for good reason.

Another thing we’d add to this list? Broadcast radio. Yep, you heard that right. Whether it’s blasting the Billboard Hot 100 hits in your car on a cross-country road trip, blaring at the local bar in your hometown, or serving as background noise to the weekend project you’re tinkering on in your garage, broadcast (aka traditional) radio is part of the soundtrack of our lives.

Sure, digital audio may be getting more airtime these days (it is digital advertising’s fastest-growing category, after all), but AM/FM radio is still a force to be reckoned with in the audio world.

Today, we’re exploring the latest broadcast radio stats and digging into why savvy marketers are using it as part of their holistic media mix.

Ready to rock ‘n roll? Let’s dive in.

The State of Broadcast Radio Today

Before we explore how traditional radio fits within an omnichannel strategy, let’s take a look at some of the most recent stats on the channel:

  • In 2022, broadcast radio accounted for 10.5% of all media time among US adults.
  • That equates to an average of one hour and 23 minutes spent listening each day.
  • Radio has a weekly reach of about 82.5% among US adults.
  • In 2023, traditional radio is forecast to account for $10.71 billion, or 61.2% of total audio ad spend.

Beyond accounting for a substantial amount of media time, having a powerful reach, and amassing the majority of total audio ad spend, audiences deeply connect with traditional radio. In fact, 51% of listeners say they’re more trusting of radio and podcast advertisers than on any other medium.

Broadcast Radio’s Place Within an Omnichannel Campaign

“Okay, cool,” some marketers might say. “Sounds like traditional radio still slaps. But what’s the best way to utilize it?”  

We’re so glad you asked! We’re total proponents of using traditional radio as one of many channels within a holistic, omnichannel campaign. With its significant reach and established credibility, it’s a great way to connect meaningfully with audiences when and where they’re listening, to build broad awareness of your brand or product, and to tell your story in your own words.

But make no mistake—we certainly don’t suggest throwing all your other channels (or any, for that matter) out the window. Like most advertising channels, broadcast radio works best when used as part of an omnichannel approach. Though traditional radio has many benefits, it is less measurable than digital channels like display, mobile, video, and audio, and is best used as part of multi-channel campaigns.  

So, what might this look like in practice? One way radio could be used is to expand reach within a holistic digital audio campaign. This could involve running ads in digital content like podcasts and streaming music, as well as on traditional AM/FM radio.

In a more omnichannel context, it could mean running broadcast radio ads, as well as using geotargeted digital out-of-home ads, to build broad awareness and drive consideration for your brand or product. Other channels—say, social media, connected TV, or podcasts—could then be used for lower-funnel ads (and retargeting) to drive conversions.

Thanks to advancements in programmatic technology, a good DSP will allow you to tap into all of these types of inventory through a single sign-on platform. In Basis, for example, advertisers can plan, buy, and measure programmatic radio buys within the context of their larger omnichannel campaigns. 

Next Steps: Broadcast Radio

Though podcasts, streaming music, and other forms of digital audio are booming, traditional radio is still a prominent player in the world of audio advertising. When used as part of a holistic audio or omnichannel strategy, broadcast offers advertisers the ability to connect with listeners in a variety of locations and contexts. And, by harnessing the power of programmatic broadcast radio, marketers can tap into this channel in an automated way and measure the results of their radio ad spend.


Now that you know all about how to leverage broadcast radio in your omnichannel campaigns, why not become an expert in digital audio as well? Check out our guide to digital audio advertising for everything you need to know.

Get the Guide