Measurement

Insights into Action: 5 Next Steps for Radio from the RAB – Borrell Digital Benchmarking Report

Author: Avery Berggen, Marketing Manager, Marketron

Digital Is Now Radio’s Growth Engine: What the 2026 RAB – Borrell Benchmark Means for Local Media

For more than a decade, RAB’s Annual Digital Benchmarking Report, produced by Borrell Associates Inc., has helped radio leaders understand how local advertising is changing and what it takes to stay competitive.

This year’s findings confirm what many broadcasters are already seeing.

2025’s Most Read: Radio’s Biggest Trends & Takeaways

Author: Annette Malave, SVP/Insights, RAB

As we look back on the past year, our blog explored a wide range of topics—each shining a light on why radio continues to be America’s top media platform.

My 2025 in Review – Audio, New Data and MMM

Contributor: John Fix, John Fix Ltd. – Consulting P&G retiree

I was fortunate to work with many great people and companies this year. Cumulus Media, iHeart, SiriusXM and In4mation Insights were great partners and the RAB and IAB have done great things with audio. The majority of the conversations were around the role of data and every road somehow led to MMM.

Audio Advertising Gets Some Fine Tuning

New measurement tools in audio give marketers a better sense of their ROI

Contributor: Matthew Schwartz, director of editorial and content development, ANA

Video didn’t kill the radio advertising star. Neither did social media, online gaming, nor Netflix. The rise of digital platforms has been a veritable boon for audio advertising, which encompasses ads on streaming music services, podcasts, and traditional AM/FM and digital radio stations. Despite the dizzying number of media channels — or maybe because of them — radio continues to provide advertisers with effective reach at lower cost per thousand than linear or streaming programming.

Telecom Marketing on Radio: What’s Working Best

Contributor: Rick Kestenbaum, general manager, AnalyticOwl

The telecom industry is what keeps us all connected—whether we’re texting a friend, streaming a movie or hopping on a video call for work. It’s come a long way from landlines and dial-up internet to lightning-fast mobile networks and fiber-optic cables. These days, telecom companies are at the heart of the digital world, powering everything from smart homes to cloud computing.

Radio Pumps Up Marketing Effectiveness

Audio advertising can boost audience engagement from the top of the funnel to the bottom

Author: Tammy Greenberg SVP Business Development, RAB

The pressure is on almost every marketer. A whopping 95 percent of marketing leaders say their teams are under more pressure than ever to prove marketing’s value, according to “CMSWire’s 2025 State of the CMO Report.” Equally worrisome, the report, based on the responses from 515 marketing leaders, found that 69 percent of marketers feel the gravity of responsibility to deliver quantifiable ROI, up from 59 percent in 2023. Using audio media platforms to amplify brand-building efforts — and drive full-funnel results — could be the solution to relieve the pressure.

Radio Builds Business for Home Improvement Retailers

Author: Victor Texcucano, Content Coordinator, RAB

Home improvement never stops. Whether it’s to place your home on the real estate market or just to simply boost curb appeal, consumers are always on the hunt for inspiration, tools and materials to get the job done.

Here are Radio’s Truths

Author: Annette Malave, SVP/Insights, RAB

There is no doubt that today’s media landscape is fragmented and that capturing a consumer’s attention is difficult. Brands need a medium that can not only capture their attention, but one that offers scale, boosts other media, engages and delivers results.

It’s Time Marketers Hear the Truth About Audio

Misconceptions about audio could leave brands missing out on a valuable medium

Author: Tammy Greenberg, SVP/Business Development, RAB

Audio consumption has seen significant growth in recent years due to an expanding landscape. With consumers turning to audio for the convenience that it provides – allowing them to multitask – and the plethora of content to suit all moods and needs, it may be no surprise that WARC reports audio has grown significantly faster than media consumption overall, across demographics. However, there is a significant gap in the investments marketers allocate to audio versus other media. WARC projected that, by 2024, audio would account for 24.5 percent of all ad-supported media consumption but only 8.4 percent of ad investments. The disparity between engagement with audio and investment in audio is profound.

Cause Marketing on Radio: What’s Working Best

Contributor: Rick Kestenbaum, general manager, AnalyticOwl

Connecting with individuals via media can be difficult. You need to engage with them personally and emotionally. It is a challenge that charitable organizations often struggle with trying to deliver their message to a mass audience.

Own the Creative, Own the Ad Buy: The Untapped Differentiator in Local Media Sales

Author: Travis Cartier, senior manager, onboarding and development, Marketron

One of the most frequent questions I hear from radio salespeople is, “What’s my differentiator?” It’s a crowded landscape with local businesses receiving daily emails and calls from someone who wants their ad budget.

Why You Should Be Laser-Focused on Radio’s Strength

Authors: Tammy Greenberg, SVP/Business Development, RAB and Annette Malave, SVP/Insights, RAB

Radio has transformed, progressed and modernized as the overall media industry has expanded and consumer choice has become more robust with media behavior fragmented.

2024 – A Look Back

Author: Annette Malave, SVP/Insights, RAB

During this time of year, we all try to find some time to take a breath and look back at the events of the year. Some will make you laugh, while others may make you cry.

Time for a 5-Minute Timeout

Contributor: Rich Tunkel, Managing Director, Nielsen Audio

If you think three minutes goes by quickly you can try holding your breath, although it’s not recommended. I doubt you’ve ever spent half that time with a single social video or post, but you’d still be included in the impression figures. Advertisers credit just a few seconds as an impression when it comes to digital video ads. But until now, radio has required a full five minutes of exposure for a listener to qualify to be part of the audience.

Plumbing and HVAC Ads on Radio: What’s Working Best

Contributor: Rick Kestenbaum, general manager, AnalyticOwl

According to the National Association of Realtors, the average age of a home in the U.S. is 39 years. That creates constant opportunity for plumbing and HVAC companies. Radio has proven to be an excellent way to not only promote emergency services, but also to get listeners thinking about profitable replacements, upgrades and renovations.

If You Can Dream It, Radio Can Measure It

Author: Tammy Greenberg, SVP/Business Development, RAB

Navigating the complex world of attribution is not that complex with new measurement capabilities in play for radio success

There is a misperception in the advertising community that an audio ad’s influence on a consumer’s purchase journey can’t be measured to the same degree as ads that run on digital media. This inaccuracy is grounded in radio’s broadcast nature, which makes attaching a digital pixel for tracking individual listeners from exposure to purchase an impossibility.

Why Digital-Only Brands Should Become Broadcast Radio Advertisers

Contributor: Beth Osborne, director, marketing and content, Marketron

As digital advertising continues to become a growing part of a station’s revenue, you may have a book of businesses that are digital-only advertisers. Maybe they aren’t convinced of the value of radio ads or seek an audience outside of your station demographics. For new advertisers, they may have never purchased an audio ad before. There are many reasons they may be in this bucket. The question is, should they be?

Radio Accelerates Website Traffic for Auto

Author: Annette Malave, SVP/Insights, RAB

What a difference a few years make. We have all seen it and experienced it. Although different, business is back from the impact of the pandemic. Shelves are full and automotive dealer lots are full. Automotive has gone from a seller’s market to a buyer’s market.

Radio is the Perfect Partner

Author: Annette Malave, SVP/Insights, RAB

Partnerships are important. Ask anyone who is trying to grow their business, and they will admit that along with their own hard work, the partnerships and relationships they build with both consumers and other businesses has helped their own growth and impact.

Amplifying Brand Buzz: How Radio Redefines Conversations and Influence

Harness Radio’s Unique Ability to Fuel Purchase Intent and More

Contributor: Vanessa Lontoc, VP of Marketing, Engagement Labs

In the ever-evolving landscape of media impact, radio emerges as a potent catalyst for brand conversations. The study “Radio Drives Brand Conversations,” commissioned by RAB in partnership with Engagement Labs, dives deep into radio’s role in driving brand discussions and explores its profound influence on purchase intent, societal discourse and the bottom line. In this blog, we dissect key findings and offer actionable recommendations for brands and advertisers looking to harness the untapped potential of radio conversations.

Digital Is Now Radio’s Growth Engine: What the 2026 RAB – Borrell Benchmark Means for Local Media

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Audio advertising can boost audience engagement from the top of the funnel to the bottom

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Harness Radio’s Unique Ability to Fuel Purchase Intent and More

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