Since its invention in the late nineteenth century, radio’s path to popularity fundamentally shaped the American household and the means in which people consume information.

With more than 15,445 radio stations in the U.S. and 4.4 million podcasts (and counting), audio as entertainment has only become more popular throughout the last century.

So, why do people think radio is dead? Here are some of the most common myths surrounding radio and podcasts – debunked.

MYTH #1: Radio is dead.

On the contrary, radio has withstood the test of time with a powerful weekly reach hovering around 82 percent among adults. A recent report by Nielsen and Edison Research found that most Americans over the age of 18 spend about four hours with audio on a daily basis.

For listeners specifically over the age of 35, AM/FM radio accounted for a whopping 74% of total listening time as compared to 45% of those between the ages of 18 – 34. Even the reach of AM radio is one to be admired with more than 82 million listeners every month.

MYTH #2: Podcasting is plateauing

The Podcast Index clocks the total number of podcasts in America at a staggering 4,393,420 shows. As of 2024, the country saw about 27 million new podcast episodes released, which – when compared to the 15 million episodes released in 2018 – paints a stunning portrait of podcast listening in the 21st century. 

What started as an audio-only medium has blossomed into a dynamic, visually engaging format with its leap into video. This cross-platform relationship has dramatically boosted audience engagement and reach, ultimately blurring the lines between traditional audio and video content.

Last year, Westwood One found that weekly podcast consumers averaged around 7.3 hours of podcast content per week. From a Frasier rewatch show to a podcast exploring the profound abilities of non-speakers with autism, there is content out there for everybody.

MYTH #3: Audio and video have no crossover

A recent story on Reader’s Digest posed the question: Does my podcast need video?

Short answer? Yes.  Now, more than ever, people prefer consuming podcasts with the help of an unlikely ally – YouTube. A recent report by Cumulus Media and Signal Hill found that 

YouTube is the “most utilized podcast listening platform in the U.S.” with 34% of people choosing the video streaming platform over Spotify (17%) and Apple (11%) to consume podcasts.

MYTH #4: Local stations aren’t worth your ad money

Brands that set their sights on advertising solely on the top-performing podcasts are missing out on a crucial audience segment. Our media buyers tap into decades of industry relationships and format connections to align the target demographics and geographical considerations with our clients’ goals. 

While the audience size of a small adult contemporary station out of Midcoast Maine can’t compare to LA’s famous KIIS-FM, local stations play just as important in reaching for brands.

MYTH #5: Media plans must prioritize TV and streaming

Last year, Advertiser Perceptions asked 303 media agencies and advertisers to estimate the number of Americans reached by AM/FM radio in a typical week. Their answer? 64%. In reality, 93% of all Americans are reached by radio weekly. 

Further, a 2024 MARU/Matchbox and Claritas study revealed radio advertising boosts unaided brand awareness overall by 10% – even delivering results well after the end of the campaign. 

While the public’s perception of audio advertising is prone to myths and misconceptions, the brands taking advantage of radio, podcast, and streaming ultimately find success. 

Ready to take your brand to the next level? Learn how Strategic Media can elevate your voice with a direct-response audio advertising campaign. Contact us today!