Radio Ad Agencies: Defining the Airwaves of Today

The right radio ad agency connects the rational and emotional aspects of your brand.

Radio Ad Agency

Radio remains a prominent feature of contemporary daily life, filling the airwaves on your way to work, in stores, and in your home.

Radio was invented in the late 1800s, and by the 1940s, it had evolved into a prime source of pop-culture entertainment offering variety shows, dramas, comedies, and music way before the birth of television. Since then, radio remains a prominent feature of contemporary daily life, filling the airwaves on your way to work, in stores, and in your home.

Now, every radio ad agency has seen these airwaves evolve from radio frequency into the internet-based on-demand form of audio streaming. Instead of waiting for a radio station to play your favorite artist or hold a long-awaited celebrity interview, audio streaming allows listeners to consume their preferred media whenever they want. The development has uprooted the way the music and audio industry operate. It’s also altered the advertising industry with more available ad space and heightened audience targeting capabilities.

Innis Maggiore, as a radio ad agency and America’s #1 positioning ad agency, starts the process of building your marketing strategy by positioning your brand with what differentiates it from the competition. By first establishing your position, the rest of the strategy falls into place. Positioning provides the most effective strategy in business because it distinguishes your brand’s identity against your competition. Based on this differentiation, as your radio ad agency, Innis Maggiore can pinpoint the methods, like radio and audio, that will best suit your positioning.

When it comes to radio and audio streaming, the data is in.

What may come as a surprise to some is the sheer extent of radio’s reverberating presence even today. According to a 2019 audio report from Nielsen, radio reaches 94% of the population from ages 35-49 and 91% for ages 51 and older. In terms of users who are 18+, radio experiences a monthly U.S. reach of 244.5 million listeners. In comparison, Nielsen reported viewership for video sites, meaning sites like Netflix and YouTube, in the same age group as only 143.1 million consumers monthly. Even in groups like Generation-Z, radio still has an overwhelming presence in their daily lives. As a radio ad agency, Innis Maggiore understands that even with modern television and audio streaming, radio remains a trusted and present advertising platform.

Audio streaming, though, presents another strong platform for advertising. Insider Intelligence reports that the 2022 audio streaming listenership includes 74% of U.S. adults. Similarly, GWI found 1 in 4 working adults use their music streaming services at least once a week. Overall, Sirius XM claims that 523.9 million people were subscribed to a music streaming platform by the end of 2021 — a number every radio ad agency expects to grow exponentially. And even in 2022 and 2023, Sirius XM and Statista calculated many subscribers still opt-in for ad-sponsored tiers, giving advertisers access to listenership as large as 273 million Spotify listeners and 44.2 million Pandora listeners.

The benefits of radio and audio to communicate your position.

Showcasing your brand’s personality

One of the most powerful things a radio ad agency can bring is the ability to showcase your brand’s personality. Rather than print ads, radio and audio advertising gives you a longer-form storytelling medium to declare your positioning directly to the audience, thereby instilling an idea and giving personality to your brand. If executed correctly, a good radio ad agency uses the platform to connect the rational and the emotional aspects of your brand.

Budget friendly

Though effective, good advertising campaigns can quickly become expensive. Radio and audio advertising, on the other hand, allows a radio ad agency to provide more cost-effective solutions for clients who are looking for a broad reach like that of TV, but are working with a smaller budget. Radio and audio ads, especially when you are utilizing an experienced full-service radio ad agency like Innis Maggiore, can be produced quickly and get you on the air in no time.


Another key factor of radio advertising specifically comes from interactions with the radio station itself. When radio stations, and their personalities especially, show direct or indirect support for your brand, the listener feels more inclined to trust you. It works similarly to personal networking. When individuals share their car rides alongside the same radio hosts, they build a connection to them. A radio ad agency uses this connection as a holistic benefit to your brand.


What may seem surprising to some is that radio has immense targetability in the marketplace. A listener’s radio selection is a very personal choice, meaning that people who tune in to any given radio show have a high level of intentionality and will, subsequently, have higher awareness. With a radio ad agency, you have the ability to tailor where and when the best time is to play your ad in alignment with your positioning strategy, business objectives, and overall strategy. Targetability also reaches an even more precise level when it comes to audio streaming. As a form of digital media, audio streaming gives you the ability to track specific listener demographics, guaranteeing your ad reaches the perfect set of ears.

Find the best style to suit your position.

There are a variety of ways a radio ad agency can carry your message.

  • Jingles could perhaps be considered the most classic form of radio and audio advertising. There’s nothing as lasting as a catchy jingle that still continues to surface in your mind years later. Now, that’s a powerful impression!
  • Straight reads are exactly as they sound; a straight read. This style is the most traditional form of advertising, where an animated narrator delivers the essential information about your product and its uses.
  • Sponsorships entail you sponsoring some sort of event, initiative, or segment to gain traction with a very targeted audience. When your radio ad agency recommends sponsorships, your business can become a common association with popular events and airtime segments.
  • Live reads are on-air advertisements read by the station’s radio personality. The benefit of this tactic is the listener’s inherent trust and familiarity with the host, whose voice most likely rings throughout his or her morning ride to work.
  • Testimonials give listeners some personal insight from other consumers about their experiences with your products. When a radio ad agency employs testimonials, they turn the narrative from a typical sales pitch into a form of friendly advice. Hearing from another consumer may convert a listener into a fellow consumer all through the art of storytelling.

Even with all these differing styles of radio and audio ads, it can seem confusing how to choose the right one. That’s why with the help of Innis Maggiore, an experienced radio ad agency, you can rest assured we’ll create a radio and audio marketing strategy that mobilizes your positioning into action.

Let a radio ad agency give your position a voice

Don’t miss out on a compelling opportunity to reach potential consumers. Place your trust in Innis Maggiore to give your brand a voice to match its position.

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