Can radio still drive brand conversations in a social media world? Much more than you think

Bulldog Reporter



by Richard Carufel | Sep 14, 2023 | Public Relations


Remember the days when radio was on every PR pro’s radar? The medium’s enormous reach and variety of coverage opportunities was unsurpassed for generating brand awareness and visibility. Well, guess what? That hasn’t changed—and practitioners should still be taking advantage of all that radio has to offer.

New research from radio-focused nonprofit trade association RAB, in collaboration with data and analytics firm Engagement Labs, offers valuable insights into radio’s singular influence as a driver of brand conversations. The firms’ new study, Radio Drives Brand Conversations: Unveiling the Untapped Potential of Radio Conversations, uncovers the incredible impact of radio on purchase intent, societal discourse and the bottom line for communicators’ brand goals.

Key findings:

Radio’s commanding brand conversations

Heavy radio listeners engage in a staggering 4.7 billion weekly brand conversations, outpacing heavy users of other media channels, including TV, social media, magazines and newspapers.

Diverse industry dominance

The study underscores for advertisers’ radio’s dominance across 15 business categories, including sports, financial services, technology and more. Radio emerges as a potent bridge, effectively connecting brands with diverse target audiences.



Read the full Bulldog Reporter article, here.

Follow Us:

For more information on TotalSocial®  or to request a demo, visit

For sales contact us

For media inquires contact us

About TotalSocial®

Want a better understanding of the online and offline conversations around your brand? Are you a journalist who wants to use real data to measure the brands you’re reporting on? Are you a company who wants to gain further insights into your brand's marketing strategies to develop effective campaigns to reach your audiences?