As Marketing Directors and local business owners face increasing pressure to deliver stronger ROI and clear attribution, Max Media has observed a powerful synergy when combining traditional AM/FM radio with targeted digital marketing. The latest industry insights confirm what Max Media’s experience has shown: integrating broadcast radio with digital strategies significantly enhances campaign effectiveness.
Recent data from Audacy’s State of Audio report reinforces this trend, revealing that 64% of advertisers now leverage audio for lower-funnel performance goals, such as purchase intent and direct conversions, rather than just top-of-mind awareness.
Key findings from brand lift studies highlight the tangible impact of audio advertising:
A +14.5% increase in purchase intent
A +16.5% boost in brand affinity
A +12% growth in favorability
A 51% surge in website visits for an HVAC company
A grocery store chain tracking $40,000 in direct online sales within two weeks from a digital audio campaign
Geo-fenced campaigns also show promising results, with a 20% increase in in-store visits. A Detroit restaurant chain, for example, successfully used radio to drive happy hour attendance, leading to higher foot traffic and longer customer dwell times.
Retail sales lift studies further confirm the effectiveness of radio and digital integration. A candy brand advertising during the Super Bowl achieved a 1.04% sales increase, outperforming national return on ad spend (ROAS) benchmarks. Similarly, a lottery app campaign, leveraging pixel-based measurement across podcasts and streaming platforms, resulted in 100,000 downloads.
Measurement and attribution have evolved with advancements such as real-time campaign optimization, pixel tracking, and extended attribution windows. Notably, only 8% of radio ad impact occurs in the first 20 minutes, underscoring the need for longer tracking periods.
Breakthrough technologies, including AI-powered attribution models like the one developed by Audacy and Claritas, now make it possible to directly link broadcast radio exposure to web conversions and purchases. One case study utilizing this technology documented over 22,000 attributed conversions from a regional campaign.
Ultimately, the study confirms what Max Media has consistently witnessed: unifying over-the-air radio with digital audio and marketing strategies produces the best results. Listeners exposed to audio ads across multiple platforms—radio, streaming, and podcasts—are twice as likely to make a purchase, demonstrating the power of a well-rounded, multi-channel approach.
For businesses looking to maximize their marketing investments, the evidence is clear: AM/FM radio remains a cornerstone of successful campaigns, and when paired with digital strategies, it delivers unparalleled results.