Behavior

Hispanic Consumers Are Listening — Here’s Why Advertisers Should Too

Author: Annette Malave, SVP/Insights, RAB

From the music in our headphones to the some of the food and flavors we can’t live without, Hispanic culture is influencing America. Hispanics in the U.S. represent a powerful and rapidly expanding consumer segment that no advertiser can afford to overlook. With a population of 68 million and rapidly growing along with a purchasing power projected to surpass $2 trillion, Latino consumers are driving growth across nearly every category—from retail and technology to entertainment and automotive.

Why Radio Starts the Year Strong – Even When the Economy Feels Uncertain

Author: Annette Malave, SVP/Insights, RAB

January often brings a mix of optimism and caution. Businesses are setting new goals, reviewing budgets, and closely watching economic signals. For advertisers, uncertainty can lead to hesitation — but with the help of broadcast radio, businesses can seize the opportunities that still exist.

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.

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.

How Local Radio Turns Consumer Anxiety into Small Business Sales

Author: Annette Malave, SVP/Insights, RAB

The latest consumer confidence report for October just dropped. Not much changed from September, barely ticking down just one point to 94.6.

What is so interesting about this? It’s a total split between how people feel right now versus how they feel about the future.

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.

Holiday Shopping Creates Big Opportunities for Local Media Advertising

Contributor: Mallory Bouslog, senior account executive, Marketron

Despite fourth quarter signaling the end of the year, it is also actually a huge advertising opportunity for the year. Retail and other industries see bumps in spending, making it critical to promote their business to rake in holiday shopping sales.

Driving Demand: How Radio Moves the Needle with RV Enthusiasts

Author: Annette Malave, SVP/Insights, RAB

As the weather begins to change in some parts of the U.S., people across the country are reminiscing about their vacations, road trips and travels. That doesn’t mean that those events are over.

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.

The State of Radio Sales: Listeners Remain as Do the Value of the Spots

Contributor: Todd Kalman, CRO, Marketron

Depending on what you read and hear, you may think radio advertising revenues are destined for downturns. There’s more to the story than the misconceptions that nobody’s buying airtime ads, and that no one listens to broadcast radio. Both are false!

Radio has a Place at the Marketing Table for Furniture Retailers

Author: Nick Arias, Research & Insights Assistant, RAB

“Home is where the heart is.” There is no better feeling than the comfort of your own home, and some of that comfort can be attributed to the furnishings in your home.

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.

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.

There’s a new generation to know – Generation Alpha

Author: Victor Texcucano, Content Coordinator, RAB

Times change. Millennials were once unceremoniously set aside in favor of Generation Z. Well, karma may be real, because it’s now happened to Generation Z, as marketers now focus on the newest generation – Generation Alpha. Marketers must now focus on this young generation, who have their own unique quirks and characteristics.

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.

The Power of Social Media and Radio

Author: Nick Arias, Research & Insights Assistant, RAB

According to Edison Research’s The Infinite Dial 2024 study, an estimated 235 million people (82%) are social media users.

Why Radio Should Play a Central Role in Multicultural Campaigns

Author: Tammy Greenberg, SVP/Business Development, RAB

The constantly evolving makeup of today’s American population has made it one of the most ethnically diverse and multicultural nations in the world. From a marketing perspective, multiculturalism is a challenging concept to activate; developing creative and selecting the right mix of media that will achieve relevance across a multicultural spectrum is a difficult feat. For efficiency, many brands will market in a way that either appeals to the cultural nuances of a total market, a specific race, or communities of people who share the brand’s values.

Radio is a Workhorse for Recruitment

Author: Annette Malave, SVP/Insights, RAB

Companies and businesses often have a challenging time finding job candidates. Finding qualified job candidates is even more difficult.

Why Do Local Companies Need to Advertise Continuously?

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

Advertising is continuous. The biggest brands in the world are still buying media, so why wouldn’t a local business? The argument that everybody already knows the business doesn’t hold up in the modern world. Just because a consumer knows a company doesn’t mean it’s at the top of their mind or has value in their eyes.

How Talent “Ambassadors” Facilitate Charitable Initiatives and Sponsorships

Digging Into Children’s Miracle Network Hospitals’ Partnerships with Stations, Local Children’s Hospitals, and Businesses

Contributor: Fred Jacobs, President and Founder, Jacobs Media Strategies

For more than four decades, Children’s Miracle Network Hospitals has been focused on raising money for local children’s hospitals in communities throughout the U.S. and Canada. Broadcast radio has played an integral role in these fundraising efforts, as stations in hundreds of communities have showcased their local impact and influence through partnerships with children’s hospitals and area advertisers. With the mission to change kids’ health, CMN Hospitals has helped raise more than $9 billion for 170 children’s hospitals.

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

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