In a Downturn, Radio Stays Close to the Consumer and That’s Why It Wins

Radio remains one of the most trusted and emotionally connected media platforms, reaching nearly 60% of adults 18+ each day for over two hours, according to The Media Audit. In a down economy, radio’s presence in consumers’ daily routines—especially while driving to shop—makes it a powerful, real-time influence on purchase decisions. Stations that highlight their local impact, personal connections, and advertiser success stories will be best positioned to retain and grow revenue even as budgets tighten.