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Radio reaches 91% of adults ages 25-54 weekly. *
*According to Katz Radio Group’s analysis of national Nielsen Scarborough data June 2024
In America, 92% of the population still listens to radio every week, approximately 272 million people
A new analysis from Ad Results Media, published 1/23/26, suggests brands are leaving measurable growth on the table by treating audio as just another digital line item
While streaming audio and podcasts are delivered through digital platforms, 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 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.
Audacy executives cited in the analysis say experienced audio buyers consistenly 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 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.
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Our listeners are your ideal customers
We provide a variety of programming for the wide range of listeners in our 100+ mile coverage area. From Agriculture to local sports and events we provide businesses the advantage of reaching our diverse group of listeners. Click the link below to view our coverage map.
We are flexible and can easily adapt to the changing priorities of your business
As your business needs change your marketing needs will change too and we can quickly and easily update your plan along with the ads you run.
Top Notch copywriting and production from some of the best in the industry
We provide our clients with creative and quality ads from some of best talent in the industry. We can tailor any ad to meet your needs, and we provide fully produced ads at no extra cost to you.
Listen to some of our high quality produced ads:
Springlake Earth Isd
Deaf Smith County Chamber of Commerce
Amarillo College
Hart Longhorns
Todd and Nancy Whalen
E.L.B. Broadcasting, LLC
KDHN 1470.7am & 102.7fm
1235 US 385
PO Box 1248
Dimmitt, TX 79027
806-647-6031
806-685-1316