7 Radio Advertising Myths That Are Costing You Customers and Sales
(And Why Retail Brands Should Tune In Instead of Tuning Out)
Radio advertising often gets overlooked or misunderstood in a marketing world obsessed with digital channels. But that's a mistake—especially for emerging brands looking to increase retail sell-through and boost brand awareness.
At Retail & Response, we've seen firsthand how audio campaigns can help products fly off the shelves. It's time to set the record straight.
Let's bust the most common radio advertising myths and show how smart brands are using radio to grow.
📻 Myth #1: "No One Listens to Radio Anymore"
Reality: Radio remains one of the most widely consumed media formats in the U.S.
According to Nielsen's Audio Today report, AM/FM radio reaches 91% of U.S. adults weekly—more than TV or social media platforms. That includes:
Gen Z: 55 million weekly listeners
Millennials: 72 million
Gen X: 64 million
Boomers: 59 million
And unlike scrolling social media, radio listeners are captive and focused—whether commuting, shopping, or working out.
📌 Want to see how your audience aligns with radio formats? Let's talk strategy.
💰 Myth #2: "Radio Advertising Is Too Expensive"
Reality: Radio is one of the most cost-efficient ad channels available.
The Radio Advertising Bureau reports an average revenue return of $12 for every $1 spent on radio advertising in the U.S. That's a 1,100% ROI—rivaling TV but with a fraction of the production cost.
Even better: Audio ads are faster and more affordable to produce than TV or video ads, allowing you to test offers and creatives quickly.
And with our expertise in targeted audio buying and creative development at Retail & Response Services, emerging brands can scale without overspending.
📖 Source: Radio Centre ROI Report (via Veritonic)
📊 Myth #3: "You Can't Track Radio Performance"
Reality: You absolutely can—and you should.
Here's how leading brands track radio's impact:
Promo codes or vanity URLs to monitor traffic
Google Analytics spikes around air dates
Foot traffic attribution via mobile location data
Lift in retail sell-through or Amazon search volume
At Retail & Response, we help clients connect the dots between on-air messaging and in-store performance—because audio shouldn't exist in a vacuum.
🧠 Explore how we tie audio into a full-funnel retail strategy.
🔁 Myth #4: "Radio Ads Wear Out Quickly"
Reality: Unlike digital ads that audiences often scroll past, radio ad fatigue is a myth.
According to a Radio Advertising Bureau and ABX study, radio ads maintain their effectiveness even after repeated exposure. In fact, consistent repetition often leads to higher recall and brand lift, especially for new-to-market products.
The key? Messaging that's fresh, benefit-driven, and emotionally engaging. That's where innovative, creative development makes all the difference.
🎧 Need creative that actually sticks? We'll help you script it.
🛒 Myth #5: "Radio Doesn't Drive Retail or Online Sales"
Reality: Radio moves the needle—on shelves, on Amazon, and in the cart.
One study found that radio campaigns lifted Google paid search impressions by 29% and organic search by 94%, which translated into increased conversion rates across channels. For brands in retail environments, that means:
Higher store foot traffic
Increased search visibility
Better sell-through velocity
Even better: Retail radio (in-store) influences purchase decisions at the point of sale, helping your product stand out among competitors.
📖 Source: RadioInk: Radio's Underestimated Sales Impact
🧠 Bonus Myth #6: "Radio Can't Be Targeted Like Digital"
Reality: Modern radio is incredibly targetable.
Using formats like programmatic audio, we can target by:
Geography
Demographics
Daypart
Listening behavior
Interest-based segments
And with tools like Audacy, Spotify Ad Studio, and iHeart's Smart Audio, we can build highly efficient campaigns that reach the right listener at the right time.
📌 Want help with advanced audio targeting? Let's design your ideal media mix.
📉 Bonus Myth #7: "Radio Is Just for Big Brands"
Reality: Radio is a launchpad for emerging brands.
You don't need a six-figure budget to make an impact. With the right planning, even modest spends can deliver outsized returns—especially when combined with retail promotions or product launches.
We've helped brands of all sizes use radio to enter new stores, support Amazon momentum, and accelerate regional expansion.
📖 Learn more in our Active Liver audio case study.
🎯 Final Thoughts: Smart Brands Are Turning Up the Volume
If you're still thinking of radio as an outdated medium, you're leaving retail dollars on the table.
The truth is that radio is modern, measurable, and more relevant than ever for brands looking to build awareness and drive results across retail and e-commerce.
📣 Ready to amplify your marketing strategy?
Let Retail + Response help you craft an audio campaign that moves your message—and your product.