Why Radio Wins in 2025
Key Takeaways
AM/FM radio is outperforming TV in 2025, especially among adults 25–54 (+13%) and 18–49 (+47%) (McGuinness Media).
Radio is the most trusted medium in an era of fake news, delivering higher ad recall and a 70% boost in web visitors for brands that invest 20%+ of their budget in it (Cadena SER).
Digital integrations like streaming, smart speaker apps, and social media amplify radio’s reach and brand frequency.
Local personalities and community connection make radio a uniquely authentic and action-driving channel.
Pairing radio with digital marketing can increase reach by up to 17% and improve brand recall (Nielsen).
In an age where marketing conversations are dominated by streaming, social media, and AI-driven campaigns, radio might seem like an old-school player in a fast-changing game. But here’s the surprise: in 2025, AM/FM radio is not only holding its ground—it’s gaining.
Recent projections show that AM/FM radio will overtake TV among adults aged 25–54 by 13%, and widen its lead among 18–49-year-olds by an impressive 47% this year (McGuinness Media). For advertisers, that means radio is reaching the audiences that many marketers are struggling to connect with through other channels.
Trust in a Noisy Media World
In an era of clickbait headlines and misinformation, trust has become a rare commodity. According to a 2025 study in Spain, radio is considered the most trusted medium—outperforming TV, print, and digital platforms—especially during a rise in fake news (Cadena SER).
For brands, this trust factor is more than feel-good sentiment—it drives results. Advertisers who allocated 20% or more of their budget to radio saw a 70% boost in website visitors and stronger ad recall compared to other media mixes.
Radio + Digital = Amplified Impact
While radio’s core strength lies in its local connection and loyal listener base, it’s far from an analog-only channel in 2025. Streaming simulcasts, on-demand show replays, and digital integrations mean that a single radio campaign can now live across multiple touchpoints—AM/FM, smart speakers, mobile apps, and social media.
When paired with digital marketing, radio becomes a brand frequency multiplier. Nielsen research consistently shows that campaigns combining radio with digital can increase reach by up to 17% and improve brand recall by keeping messages consistent across channels.
The Secret Sauce: Local Connection
Unlike national streaming platforms, local radio speaks directly to its community. Listeners know the voices, trust the personalities, and feel a sense of belonging. That’s something algorithms can’t replicate.
For advertisers, this translates into a marketing environment where messages feel personal, authentic, and relevant—qualities that drive action.
Takeaway for Marketers
If your media plan has been leaning heavily toward TV or purely digital channels, it’s time to revisit radio. The numbers make it clear: radio is outperforming TV with core demographics, delivering measurable ROI, and building brand trust in ways other media simply can’t.
In 2025, radio isn’t just surviving—it’s thriving. And for marketers, it’s a proven way to connect with audiences who are both tuned in and ready to act.
Ready to Put Radio to Work for Your Brand?
Let’s talk about how we can connect your message with the audiences that matter most—on-air, online, and everywhere they listen. Contact us HERE to start building your end of year and 2026 media strategy.