From Airwaves to Action: Drive Leads and Loyalty Through Radio Advertising

Radio continues to be a force in advertising today, offering licensed agents and financial professionals a direct path to one of the most valuable audiences: working-class Americans aged 55 and older.

Despite the expansion of digital advertising, AM/FM radio remains a dominant ad-supported audio platform, capturing nearly 70% of total listening time, according to Nielsen research from the second quarter of 2024. As marketing budgets become more competitive, those who leverage radio can achieve brand credibility, community engagement, and a high return on investment.

Key takeaways

1. 1. Radio reaches 84% of adults over 18, dominating ad-supported audio channels with a 69% share of listening time.
   2. Advertising on local radio builds trust, making it a powerful tool for financial professionals seeking more brand recognition and engagement.
   3. A cost-effective radio marketing plan, combined with digital expansion, can result in substantial and sustained lead generation with a reliable ROI.