Audio’s Next Chapter

How radio and audio advancements in measurement, content, and AI are expanding marketing value for brands

Author: Tammy Greenberg SVP Business Development, RAB

Audio is delivering a new level of value for marketers. Innovations in measurement, content production, and artificial intelligence (AI) are enhancing what brands can accomplish, enabling clearer visibility into performance, greater flexibility in activation, and more confidence in outcomes. As these advancements take hold across radio, streaming, and podcasts, audio is emerging as a key channel that combines scalability and accountability — two integral priorities at the center of marketing decision-making.

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Radio: The Purr-fect Medium for the Pet Care Industry

Author: Victor Texcucano, Content Coordinator, RAB

Automatic feeders, water fountains, grooming, training and veterinary care – not to mention treats and toys. The love we have for our pets knows no bounds, and pet owners willingly spend their hard-earned money to give their furry companions the best life possible.

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Bringing Radio Measurement into the Mobile Age: A Milestone Moment for the Audio Diary

Contributor: Rich Tunkel, Managing Director, Nielsen Audio

For the past several years, we’ve been on a mission at Nielsen: to make sure radio measurement is as modern and dynamic as the industry itself. Content and advertising decisions depend on accurate, reliable data and that means constant measurement evolution and adaptation.

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Renovate or Relocate? The Real Forces Driving Home Improvement — and Why Radio Matters

Author: Annette Malave, SVP/Insights, RAB

Home improvement used to be about style. Today, it’s about strategy. Remodeling is no longer a weekend project. It’s a lifestyle adjustment, a financial decision and for many, a necessity. Rising housing costs, aging homes and changing living needs have shifted homeowners’ mindset from “Should we renovate?” to “How do we make our home work better for us?”

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Car Buying Got Complicated — And Consumers Are Listening Differently

Author: Annette Malave, SVP/Insights, RAB

Buying a car used to feel exciting. Today, for many consumers, it feels… complicated.

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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.

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Dental Anxiety Is Real—And It’s a Marketing Opportunity for Local Practices

Author: Annette Malave, SVP/Insights, RAB

The tooth fairy… from a young age. Many of us are told that you will receive a “reward” when you lose a tooth. So, why as adults, do so many of us dread dental visits?

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From Nerve-Wracking to Reassuring: How Radio Connects During Tax Season

Author: Annette Malave, SVP/Insights, RAB

Most Americans don’t circle Tax Day on their calendar with excitement. Instead, it lingers in the background — wedged between work deadlines, family schedules and the constant mental note of “I really need to do my taxes.”

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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.

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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.

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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.

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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.

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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.

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Radio Drives Holiday Hunt for Fashionable Gifts

Author: Victor Texcucano, Content Coordinator, RAB

Tariffs, inflation and changing consumer preferences mean the clothing/apparel industry is in a state of ups and downs. With the holiday season here, retailer marketing is in full swing.

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In a Local Business World, Radio Keeps Auto Repair in the Driver’s Seat

Author: Annette Malave, SVP/Insights, RAB

In today’s evolving vehicle landscape, local auto repair shops are sitting on a powerful advantage—if they understand what consumers are thinking, feeling and doing, they can market accordingly.

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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.

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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.

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Tuning Into Wellness: Why Radio Still Matters in Healthcare

Author: Nick Arias, Research & Insights Assistant, RAB

An apple a day may keep the doctor away, but many patients still prefer to visit their doctors frequently. According to IBISWorld, a total of 1 billion physician visits have occurred in 2025 to date – an indication of the importance of healthcare by consumers.

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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.

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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.

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