Why Do Retailers Love Offline Media?
In a media world saturated with digital, some of the most effective retail results are still driven by “traditional” tactics.
Yes, we’re talking about offline media—radio, print, and TV—and if you’re trying to win at retail, these channels are more important than ever.
Retail + Response works with emerging and scaling brands to harness offline media in strategic, performance-driven ways. The reason is simple: offline media moves product—and retailers know it.
Retailers Pay Attention to What Drives Results
Retailers want more than products—they want proof of movement.
And offline media delivers just that.
A 2023 Nielsen ROI report revealed that radio delivers the highest return on ad spend (ROAS) of any major media channel—$12 in sales for every $1 spent (Radio Ink).
Meanwhile, the Video Advertising Bureau’s 2023 “TV Keeps It Real” report found that major brands such as:
Casper Mattress: invested $31.2MM in its first three years from product launch.
Away Travel: saw an increase of +213% in its first year after launching its TV campaign
…consistently credit TV advertising for driving household penetration, incremental reach, and retail lift. These brands integrate offline into their omnichannel strategy for one reason: it works (PR Newswire – VAB Report).
Offline Media Is a Signal to Retail Buyers
Retailers evaluate more than just your product—they’re considering your go-to-market strategy. When they ask:
“What support do you have for this product?”
They’re not just asking for digital CPMs. They want to know:
Will consumers know this is on the shelf?
Will I see an uptick in traffic?
Will this product help grow the category?
Offline media—especially radio in core geographies, TV at the local or regional level, or print in retail circulars or niche pubs—convincingly answers these questions.
Brands that use offline to support new launches or reactivations tend to secure better placement, stronger relationships, and faster conversions.
Offline Media Reaches Everyone. Digital Doesn’t.
Radio reaches 91% of U.S. adults weekly (Nielsen Q4 Audio Trends), and TV continues to dominate time spent across all households.
Not everyone is scrolling social media, but they are:
Driving and hearing audio ads (radio, satellite, streaming, podcasts)
Watching cable TV or regional news
Reading magazines and mailers
Engaging offline during key retail moments
Offline media ensures you’re not missing key demographics. It fills in the gaps that digital can’t.
It’s Not Just Reach—It’s Trust and Impact
Trust in media varies widely, and offline often wins. A MarketingSherpa study showed that 82% of consumers trust print ads, while radio and TV ranked significantly higher in trust than online display or social media ads.
Offline Media is tangible, repeatable, and memorable. It provides a sense of legitimacy that newer media often lack.
When a consumer hears your brand on the radio, sees it in-store, and watches it on TV, the path to purchase becomes not only possible, but inevitable.
What We Do at Retail + Response
Retail success isn’t an accident—it’s a strategy.
At Retail + Response, we build media plans that retailers respect and shoppers remember.
We specialize in:
Local and national radio advertising
Podcasts, streaming, & satellite radio
TV placements aligned with your market footprint
Campaigns that support both retail sell-in and sell-through
When a buyer asks how you support your product, we’ll help you show them.
Ready to Support Your Retail Sales with Real Media?
You don’t need an agency that just knows how to run ads.
You need a partner who knows how retail really works. 👉 Let’s talk.
We’ll help you build an offline strategy that gets the attention of both buyers and shoppers.
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