Radio Media Buying

Audio is one of the most intimate media channels—speaking directly into a listener’s ear. Radio and podcasts are easy to access, multitask-friendly, and always on demand, which is why radio media buying is surging. In the U.S., podcast ad spend grew +26% YoY to $1.8B (IAB/PwC).

Why the momentum? High-quality audio content has exploded, and millions of listeners tune in daily to deeply niche, highly loyal communities. For brands, audio offers a rare opportunity for meaningful, sustained connection.

As podcasts and other audio formats become essential components of modern media strategy, the question becomes: how can brands tap into this opportunity—without disrupting listeners or getting skipped entirely? Keep listening.

There are two primary ways to buy radio media: linear (traditional broadcast) and digital (most podcasts). Linear radio’s scale is enormous—nearly 3 billion people listen weekly, and in developed markets it reaches more than 85% of adults (1). Despite this, linear remains an overlooked opportunity for many advertisers even as digital audio continues to surge.

In an oversaturated digital landscape, radio offers a refreshing advantage: high reach, high frequency, and near-zero creative barriers. Voice-over spots can be produced quickly and inexpensively, and radio’s topical relevance makes it especially effective for B2B marketers. Meanwhile, podcast networks have grown to the point where brands can now buy programmatically at scale—often with precise 1P data targeting for niche or high-value audiences.

If you're exploring how to make radio work for your brand, we can help you determine the most effective mix and buying approach.

Radio media buying also unlocks local and regional opportunities, allowing brands to tailor campaigns to specific communities with minimal creative lift—often just a script and a market-specific voice-over. In markets like South Africa, where 11 official languages define daily communication, radio remains an essential mass-reach channel.

Whether the goal is brand awareness, sales, or product launch support, radio offers a flexible, high-impact platform for precise messaging. With the right international media buying strategy, brands can cut through the noise and scale effectively across new markets.

Because digital audio is bought like other digital media, brands often try to use radio as a direct-response channel. But listeners rarely act on promo codes, and DR recall in audio, TV, and print is consistently low. While media mix modeling can estimate lift, its data demands and variability make it an imperfect solution for most advertisers.

Radio is strongest as a reach and brand-building channel—expanding awareness, improving favorability, and adding efficient frequency. Unlocking that value requires disciplined planning: clear objectives, a defined audience, and a focused message. From there, your brand’s unique selling points should translate into simple, memorable audio creative that lands on the first listen.

Criterion Global helps brands navigate the complexity of cross-channel media, including the expanding world of radio and digital audio. We develop tailored strategies that align channels, buying approaches, and creative needs to your brand’s goals.

If you’re exploring how radio can strengthen your media mix, we’re here to help. Contact us to schedule a conversation and see how our radio media buying expertise can elevate your reach, impact, and results.