Radio vs. TV: Why Radio Wins
Key Takeaway:
Radio delivers more, costs less, and works harder.It reaches more of the right people than TV, builds trust through local voices, and delivers up to 2X the ROI. If you’re still prioritizing TV, it’s time to rethink your media mix.
Curious what radio could do for your business? Let’s talk.
If you think TV is still your best bet, you might be missing the medium that’s outperforming it where it counts: radio. Between rising ROI, younger audiences, and real trust in local personalities, radio isn’t just relevant—it’s winning.
Radio Reaches the People TV Has Lost
TV audiences are shrinking—and aging. Since 2018, TV’s reach among 18–49-year-olds has dropped 29%, and daily viewing time has plummeted 62%.
Today, half of linear TV viewers are 65+, while only 20% are aged 18–49.
Compare that to radio: 40% of radio listeners are in the 18–49 demo, and radio now reaches 40% more people in this age group than live or time-shifted TV. If you're trying to reach decision-makers, buyers, and young families, radio is the stronger play.
The ROI Story Favors Radio—Big Time
When it comes to performance, radio wins again:
Short-term radio ROI: $3.12 for every $1 spent
Long-term radio ROI: $6.29 for every $1
TV’s long-term ROI? Roughly half of radio’s.
Radio creates demand and converts it. It doesn’t just generate noise—it drives sales.
Why Radio Works Better
Radio isn’t just more affordable—it’s more effective. Here’s why:
Trust: Listeners trust local radio hosts—more than they trust a TV voiceover.
Precision: Target by zip code, neighborhood, lifestyle, or demo.
Speed: Need a quick campaign? Radio can be on-air in a day.
Plus, radio ads aren’t skipped, muted, or scrolled past—they’re heard in real time, during real moments.
Still Think TV Is Your Best Bet?
The data says otherwise. Radio is:
Reaching the buyers
Delivering better returns
Building stronger brand trust
Ready to get more from your media budget? Let’s start your radio campaign.