by Lee Alleston, Commercial Director

Radio: The Original Social Media

In today’s world, social media trends shift with every algorithm update and infinite scrolling is punctuated with click-baiting ads. But one stalwart remains the trusted, quiet giant of the media advertising world: radio.

Radio’s power lies in its simplicity and intimacy. It speaks directly to people during moments that other media can’t reach, on the school run, in the kitchen, or on a late-night drive home. These are moments where screens are absent, but attention is high, and trust is built.

Reach That Delivers Results

In the UK, radio reaches over 88% of the adult population every week, according to RAJAR. That’s tens of millions tuning in consistently, across all age groups, lifestyles, and regions.

But it’s not just about reach. Radio delivers intentional growth when added to the media mix. Studies consistently show that adding radio advertising to a TV or digital campaign boosts ROI by up to 20%, driven by radio’s cost efficiency, its frequency-building power, and its ability to reinforce brand messages.

Gaining Trust and Attention in a Distracted World

Radio remains one of the most trusted media channels. Ofcom’s Media Nations report highlights that people trust radio more than most other media forms, with listeners viewing presenters as credible voices in their daily lives. The credibility this lends to audio advertising is palpable.

Radio and Digital: Better Together

Far from being old-fashioned, radio has evolved alongside digital habits. People stream radio on smart speakers, listen to catch-up content on apps, and engage with stations on social media.

Adding radio to your digital advertising strategy can enhance brand recall and stickiness. Audio has a unique ability to create “earworms” that stick in the mind, reinforcing key brand messages that are later activated by digital touchpoints in your marketing campaigns.

Agility and Speed to Market

Need to get a message live quickly? Radio is one of the fastest channels from brief to air, making it perfect for tactical advertising campaigns, product launches, or reactive marketing.

Here’s an example of how a radio campaign increased web traffic by 300% … Coral Island, leading UK leisure attraction, wanted to create a strong seasonal uplift in awareness and brand sentiment

through a targeted radio campaign. Working with their media agency, Tonic, we designed a cadence of stations and playouts that achieved the 300% website uplift during the campaign period.

With a wide range of regional and national options and flexible buying models, brands can test, learn, and scale with radio in a way that aligns perfectly with today’s agile marketing mindsets.

How to Maximise Radio in Your Media Mix

· Use it to complement your digital and TV campaigns. Radio increases frequency and delivers incremental reach.

· Invest in creative. Great audio creative cuts through—don’t treat it as an afterthought.

· Consider show sponsorships. They drive trust and recall.

· Track results. Use attribution studies and brand lift surveys to measure radio’s impact on your campaign KPIs.

The Power of Radio in the Media Mix

Radio may not be the newest tool in the media planner’s kit, but it is one of the most powerful when used strategically. It delivers trust, reach, agility, and effectiveness in a way few other channels can match.

In a fragmented media landscape, radio is your consistent, authentic voice that cuts through the noise, and a must-have for impactful advertising campaigns that deliver.

If you’re curious about how radio can drive results for your next campaign, get in touch, and let’s find the right audio strategy for your brand.