Don’t Overlook Radio: Why It Still Matters in Media Relations Campaigns
In today’s media relations landscape, it’s easy to gravitate toward flashy digital platforms or national TV segments. Radio often doesn’t make the shortlist, and many times, it is left out of outreach plans altogether. But ignoring radio is a strategic misstep. Despite the rise of on-demand content, radio continues to be a powerful channel, especially for reaching commuting audiences and tapping into localized engagement.
The Case for Radio
Radio is far from obsolete. In fact, it remains a deeply ingrained part of many Americans’ daily routines. Especially outside of urban centers, radio dominates the commute. According to U.S. Census data, in some cities, up to 90% of the population commutes by car, and in the top 25 metro areas with the longest commutes, people spend an average of over 35 minutes in transit each day. That’s a significant window where audio—not screens—commands attention.
The Numbers Speak for Themselves
According to Pew Research:
Nearly eight in ten Americans (ages 12 and older) listen to terrestrial radio every week.
47% of U.S. adults say they sometimes get their news from radio.
20% say they often get local news from radio stations, which is comparable to the 17% who rely on daily newspapers, though still behind the 38% who turn to local TV news.
Radio also has a robust digital footprint. As of late 2024, SiriusXM boasted over 33 million subscribers, underscoring that satellite radio continues to draw in engaged, subscription-paying audiences.
High-Impact Stations With Serious Reach
While traditional radio may feel hyperlocal, many outlets have a national reach and highly engaged listeners. Data compiled by Muck Rack shows just how powerful some stations are in terms of digital and listener traffic:
ESPN Radio: 358 million monthly visitors
CNBC Radio: 116 million monthly visitors
CBS News Radio: 78 million monthly visitors
NPR: 72 million monthly visitors
Bloomberg Radio: 40 million monthly visitors
These numbers rival many online news sites, giving brands access to massive, credible audiences through a single appearance.
Radio’s Strategic Advantages
In media relations campaigns, radio offers several underutilized advantages. Many listeners are habitual, tuning into the same shows during their commute or daily routines. And unlike screen-based media, radio enjoys nearly undivided attention in the car. Listeners tend to be highly engaged.
In addition, radio segments provide valuable opportunities to build thought leadership profiles. Interviews and segments allow brand spokespeople to showcase their expertise in a conversational format. Radio also provides an effective way to tailor outreach to specific geographies and audience demographics without the need for expensive national ad buys.
Radio might not be the newest tool in your media relations toolkit, but it’s still one of the most effective, especially when strategically integrated into your broader outreach efforts. With millions of Americans tuning in daily, a radio segment is a direct line to engaged, captive audiences. By giving radio the attention it deserves, your campaigns can go further and faster, reaching people you might otherwise miss.