Audio Buying Missteps Create Opening For Radio.

A new analysis from Ad Results Media suggests brands are leaving measurable growth on the table by treating audio as just another digital line item — a mistake that may be creating renewed opportunity for broadcast radio and professionally produced audio.

The report argues that while streaming audio and podcasts are delivered through digital platforms such as Spotify, Pandora and iHeartMedia, the way audiences consume and respond to audio remains rooted in traditional broadcast principles: storytelling, trusted voices, emotional engagement and context. Treating audio like display or social advertising, the report says, strips away much of its value.

At large holding companies including Omnicom and Dentsu, audio buying is often handled by digital teams trained in automated bidding, standardized formats and click-based metrics. According to Ad Results Media, that approach frequently leads to underperformance — not because audio fails, but because it is planned, bought and measured incorrectly.

For radio operators, the findings reinforce long-standing arguments about the importance of expertise and relationships. Audio buying, the report notes, still functions more like premium television or sponsorship environments than open digital marketplaces. Buyers who understand the medium are better positioned to access customized placements, integrated content and higher-impact inventory.

Audacy executives cited in the analysis say experienced audio buyers consistently unlock more value by focusing on quality over scale and understanding the difference between inventory that is merely available and inventory that is truly effective.

The report also challenges digital-first measurement models. While click-through rates and impression-based attribution dominate digital reporting, Ad Results Media argues those metrics fail to capture what audio does best: driving attention, memory, brand affinity and long-term purchase intent. Audio campaigns often generate incremental lift over time, results that may be missed when performance is judged solely through short-term digital KPIs.

As brands re-evaluate media effectiveness amid fragmentation and rising costs, the report concludes that audio — including broadcast radio — is increasingly being reconsidered as a distinct, high-impact channel rather than a checkbox within digital plans.

For radio, the message is clear: when audio is bought and measured on its own terms, its strengths become harder for advertisers to ignore.