New Study Proves Audio’s Influence Beyond the Airwaves

In a media landscape saturated with digital noise and AI-generated content, a surprising powerhouse continues to prove its relevance: radio. A new study from Critical Mass Insights (CMI) reveals that radio advertising doesn’t just stand alone—it supercharges digital engagement, particularly on social media.

Radio’s Role in the Clickstream

Among 1,000 U.S. adults surveyed, over half (550 respondents) said hearing a product advertised on the radio made them more likely to click on that product’s link when they saw it on social media. Listeners reported they are twice as likely to click on a social media ad for a product they’ve heard on the radio, compared to products they’ve never heard mentioned on-air.

For marketers still viewing digital and audio as separate silos, this data is a wake-up call: audio primes the audience for action elsewhere.

The Amplifier Effect: Radio + Social Media

The research underscores a powerful sequence: hear it, see it, click it. After hearing a product or service on the radio:

  • 72% say they’re more likely to notice a social media ad.
  • 70% are more likely to read the ad.
  • Two-thirds are more likely to try the product.

The “radio-first effect” is even more substantial among younger and mid-career audiences. A standout 64% of 25–44-year-olds reported they were likelier to click on a product they’d heard about on the radio. Even among lighter radio listeners, 6 in 10 reported an increased likelihood of engagement after hearing about a product.

From Grocery Aisles to Drive-Thrus

Radio’s influence also shows up offline:

  • 44% say hearing a product on the radio makes them more likely to buy it when they see it in a store.
  • 49% are more likely to visit a fast-food restaurant they’ve heard advertised on-air.

As Lainie Fertick, President of CMI, puts it:

“Hearing about a brand in a high-attention environment like radio changes how consumers respond to that brand in more cluttered spaces.”

Radio = Trust + Amplification

Radio’s ability to influence is built on trust. Previous CMI research found that 8 in 10 consumers trust radio hosts’ product recommendations, a level of credibility increasingly rare in today’s media landscape.

The latest study confirms what audio insiders have long believed: radio improves the performance of other media. Audio isn’t just a branding tool — it’s an amplifier for performance media like social and search.

What It Means for Advertisers

For CMOs and brand strategists, this research sends a clear message:
You need audio in the mix if you want your digital dollars to go further.

Here’s what to do next:

  • Incorporate radio or digital audio into media plans to boost downstream engagement.
  • Use consistent messaging across audio and digital to reinforce recognition and action.
  • Leverage trusted voices in radio and podcasting to build authenticity and brand affinity.

Audio offers a proven way to break through, build trust, and drive results as attention becomes harder to capture and convert.

Source: Based on the Audacy blog. Find out more here. 

Find out the CMI study here.