Everyone wants to talk about Instagram ads. TikTok. Google. And yes, digital advertising absolutely has its place in a smart marketing mix.
But here is the truth that a lot of business owners don't hear enough: broadcast radio and television remain two of the most powerful and cost effective ways to reach local customers. The numbers back this up. And if you're not using them, you may be handing customers to your competitors without knowing it.
Radio Is Reaching More People Than You Think
Let's start with a stat that surprises almost everyone. According to WifiTalents' 2026 radio advertising data report, radio advertising reaches 91% of U.S. adults every single week. That's not a typo. Nine out of ten adults in your market are tuning in regularly. And according to Ad Results Media's 2026 radio effectiveness analysis, AM/FM radio dominates ad supported audio with a 64% share, far ahead of podcasts at 20%, Spotify at 6%, and Pandora at 5%.
Marketers consistently underestimate how many people are still listening to the radio. But the audience is there, and it is loyal.
Here's what makes radio especially valuable for local business owners. According to Gitnux's radio advertising statistics report, radio advertising is especially effective for driving in store traffic, with 72% of consumers visiting a store after hearing an ad. Radio spots have a 77% recall rate among listeners, and 40% of radio advertising impacts purchase decisions within 24 hours. That is fast, measurable impact.
And the cost of entry is reasonable. Biz Intelligence's 2026 radio advertising guide reports that the average cost per thousand impressions for radio ads ranges between $5 and $15, depending on the market and time slot. That compares favorably to digital display ads, which can cost $20 or more per thousand impressions. Radio generates an average ROI of $6 for every $1 spent, and 53% of marketers report that radio advertising offers better ROI than digital display ads.
Radio also builds something that social media ads rarely do: trust. Local radio stations are part of the community fabric. The voices on air are familiar. The station supports local causes, covers local news, and celebrates local achievements. When your business advertises on a station that listeners trust and tune in to regularly, you inherit some of that trust and community goodwill. That kind of brand association is hard to put a price on.
Television Reaches Your Entire Community
If radio's reach is impressive, television's is remarkable. According to Gitnux's television advertising statistics report, traditional TV reaches approximately 96% of US adults monthly, and global television advertising revenue is projected to reach $135 billion by 2026, demonstrating the continued confidence businesses place in television as a marketing channel.
And when people see your ad on TV, they remember it. According to Adwave's TV advertising effectiveness research, television advertising delivers brand recall rates 39% higher than other advertising channels, while generating an average return of $7 for every $1 spent. Approximately 55% of viewers find TV advertising more trustworthy than digital ads, and 65% of consumers report that TV advertisements influence their purchasing decisions.
Think about what that means for your business. When a potential customer sees your ad on local TV, they are more likely to trust you, remember you, and eventually buy from you than if they saw the same message in a digital ad online.
TV also makes your other marketing work harder. Research cited by Adwave shows that pairing TV and social media ads produces 2.8 times higher brand recall than social ads alone. In other words, your Facebook and Instagram campaigns perform better when TV is part of the mix.
The Formula That Works
The businesses winning right now are the ones combining traditional broadcast with digital extensions, running a radio spot and pairing it with a targeted digital campaign that reaches the same audience online. According to Compass Media Networks' radio statistics hub, nearly 90% of ad supported in car audio listening belongs to AM/FM radio, and radio reaches 84% of adults weekly, surpassing social networking on smartphones, connected TV, and traditional TV combined.
That is exactly the kind of integrated strategy that gets results. And it's exactly what we do at SunSirius Media.
How SunSirius Media Can Help
We have been in the broadcast advertising business for years. We know the DMV radio and TV landscape inside and out. We know which stations reach which audiences, when to advertise for maximum impact, and how to craft a message that gets remembered.
Whether you want to launch your first radio campaign, get your business on local television, or build an integrated strategy that combines broadcast with digital, our team has the experience and relationships to make it happen efficiently and affordably.
Most business owners assume broadcast advertising is out of their reach. In many cases, it's more accessible than you think. And the returns can be significant.
If you're ready to stop being the best kept secret in your market and start becoming the name everyone in the DMV knows, contact SunSirius Media today and let's talk about what broadcast advertising can do for your business.