Radio’s ‘Invisible Dominance’ Highlighted Ahead Of Super Bowl.

In the lead-up to Sunday’s Patriots vs. Seahawks game, marketing agency DMR/Interactive asked industry executives a simple question: if radio bought a $10 million Super Bowl ad, what would the message be? The survey revealed a paradox: while radio reaches more people than any other medium — including Facebook and YouTube — it often struggles to demonstrate its ubiquity and relevance to audiences and advertisers.

“Radio leads through invisible dominance,” said Andrew Curran, DMR/Interactive President and CEO. “It reaches more people than any other media platform, but because it’s always there — free, local, and easy — it often doesn’t get full credit for its impact. Reach is a fact, but relevance is shaped by perception.”

Survey respondents identified three potential messaging strategies:

Free & Everywhere (38%): Highlighting radio’s accessibility across devices

Fun & Companionship (32%): Emphasizing emotional connection to local personalities

Advertisers & Reach (30%): Stressing marketing effectiveness.

Many suggested blending multiple themes, underscoring radio’s strength at the intersection of reach, relevance, and engagement.

The findings suggest radio’s challenge is not defending its existence but reclaiming mindshare in a fragmented media landscape. One insight stood out as a potential campaign anchor: “Tomorrow, more people will get up and listen to the radio than are watching the game tonight.”

Curran said leveraging passionate listeners could help reshape perceptions and highlight radio’s indispensable role in daily life, from commutes to workplaces. “They love radio, engage deeply with it, and consistently drive massive ROI for advertisers,” he said.