Radio Delivers the Highest ROI in Advertising. Still Skipping It?
When It Comes to ROI, Radio Reigns Supreme
Marketers chase ROI like Olympians chase gold—and new data shows a clear champion.
According to Nielsen's latest Marketing Mix Modeling (MMM) study, radio advertising outperformed every other medium in return on ad spend (ROAS). With an average ROAS of $12 for every $1 spent, radio beat out TV, digital, and even paid social.
Let that sink in.For every $1 invested in radio, brands saw $12 in sales.
That's a 1,100% return.
So Why Are Brands Still Undervaluing Audio?
There's a long-standing misconception that radio is outdated or "just background noise." But the data paints a different picture:
Radio reaches 91% of U.S. adults every week—more than TV, social, or streaming video.
Audio listeners are highly engaged, especially during drive times, work hours, and routines.
Radio campaigns are often more affordable than TV or digital, while still providing massive reach.
And with geo-targeting, dayparting, and creative testing, audio is more precise and adaptable than most marketers realize.
Why Audio Wins in Retail Sell-Through
At Retail + Response, we've seen the ROI firsthand—especially in the retail space. Our audio campaigns are built to do more than drive awareness. They:
✅ Target regions with active retail distribution
✅ Align messaging with retail promotions
✅ Drive urgency and action
✅ Reinforce omnichannel brand awareness
The result? Improved sell-through, stronger retailer relationships, and real revenue impact.
🎯 Put Your Budget Where the Results Are
There's a growing gap between where brands spend and where customers listen:
Audio gets just 9% of ad budgets, yet accounts for 31% of media time
Radio has the highest ROI, yet still takes a backseat in many media plans
This disconnect isn't just inefficient—it's expensive.
Make Your Media Work Harder
If you're spending big on paid social or digital video but haven't explored audio, you're missing one of the most cost-effective, performance-driven channels in your mix.
That's where Retail + Response comes in.
We create:
Smart, ROI-focused radio and streaming campaigns
Retail-aligned creative that converts
Custom strategies based on your goals and your distribution footprint
We've helped emerging and established brands alike move product and gain market share—without blowing the budget.
Ready to Start Winning with Audio?
Stop settling for "meh" performance.
Let's build an audio plan that actually delivers.
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