On the radio, whoa-oh-oh-oh

“Someone found a letter you wrote me on the radio, and they told the world just how you felt” “Cause they said it really loud, they said it on the air / On the radio, whoa-oh-oh-oh” – Donna Summer

We know digital advertising is dominant: across the US, Canada, the UK and the Caribbean too, digital channels have gobbled up most budget share over the past five years. But some real-world numbers show why radio deserves a spot in your mix. In the US, AM/FM still commands the majority of ad-supported audio time. In Canada, live and streamed radio reaches roughly 80 % of adults weekly in key markets. In the UK, commercial radio just posted a record listening share despite streaming growth. No Caribbean data is available except for Media InSite Caribbean, who I’m hoping will add their expertise to this post.

Here’s what the experts say: “Investing ~11% of your campaign budget in radio can double effectiveness.” — Mark Ritson “Least expensive medium with the largest reach.” — Bob Pittman (of iHeartMedia)

“Enduring power of radio… innovation and connected devices keep radio strong and relevant.” — Matt Payton (CEO of Radiocentre)

“Mass-reach channels drive the biggest long-term effects; activation channels deliver short-term sales.” — Les Binet

What this means for your brand or campaign:
• If you’re targeting Gen Z or Millennials (or a broader adult audience), radio offers reach and scale in a trusted medium.
• Radio today is not just “old tech” It’s streamed, mobile and smart-speaker ready, so it meets young and digital-savvy listeners where they are.
• Use radio to build salience and brand credibility. Then layer your digital/social tactics for precision and activation.
• In markets like Trinidad & Tobago, where local radio still holds strong cultural relevance, this mix can help you stand out rather than just swim in the digital torrent.

Bottom-line: Don’t discard radio as “legacy.” Use it smartly. Remind your audience you’re present. Then activate them digitally. That two-pronged approach could give you wider reach, more trust and better results. “Cause they said it really loud, they said it on the air / On the radio, whoa-oh-oh-oh”