Marketers misperceive radio's reach, ROI, study finds

2026-10-28

Marketers continue to underestimate the reach, return on investment and measurability of AM/FM radio, according to research from Advertiser Perceptions. The study found that advertisers believe radio reaches only 43% of Americans each week, while Nielsen data shows an 86% reach. This disconnect suggests brands risk missing vital opportunities by undervaluing radio in their media strategies.

AAF SmartBrief

Designed specifically for advertisers, agencies and media companies, AAF SmartBrief is a free, daily email newsletter. By providing the latest need-to-know industry news and information AAF SmartBrief saves you time and keeps you smart.

SUBSCRIBE