Radio advertising significantly enhances the effectiveness of social media campaigns, according to a new study by iHeartMedia’s Critical Mass Insights. The report shows that hearing about a product on the radio can double the likelihood that consumers will engage with its digital ads later.
The study surveyed 1,000 adults between the ages of 18 and 64 from March 25 to March 27, 2025, matching race, ethnicity, and geography to U.S. Census data. Researchers found that 55 percent of radio listeners are more likely to click on a social media ad if they’ve first heard the product advertised on the radio. On average, respondents said they are twice as likely to interact with a brand’s social media post if they have already encountered it through broadcast radio.
The impact is especially strong among consumers aged 25 to 44, with 64 percent saying they’re more inclined to click on social media content when the brand has been mentioned on-air. Overall, 72 percent of consumers reported being more likely to notice social media ads after hearing about the product on the radio. Seventy percent said they are more likely to read such ads, and 66 percent are more likely to try new products first introduced to them through radio advertising.
The influence of radio extends beyond the digital realm. Forty-four percent of respondents said they’re more likely to buy a product they see in a grocery store if they previously heard about it on the radio. Similarly, 49 percent said they’re more likely to visit a fast-food restaurant following a radio advertisement.
The effect is consistent across all demographics, regardless of political affiliation or radio listening habits. Among Black and Hispanic consumers, 75 percent said they are more likely to engage with follow-up ads after a radio mention, reflecting broader research that shows these groups place high trust in AM/FM radio.
Lainie Fertick, President of Critical Mass Insights, commented that in a crowded ad landscape increasingly filled with questionable AI-generated content, radio stands out for its familiarity and credibility. “First hearing about a product in the trusted, familiar environment of broadcast radio increases the legitimacy of the advertiser and the product in their minds,” she said, highlighting the medium’s unique ability to build trust across platforms.