The old debate of radio versus streaming is over — the answer for most advertisers is both. But each channel has distinct strengths. Here is how to think about the trade-offs and combine them well.
Reach and audience
Terrestrial radio still delivers massive, cost-efficient local reach; streaming audio skews younger and adds precise targeting. Our post on whether terrestrial radio is dead digs into the data.
Targeting and control
Streaming platforms let you target by location, demographic, and interest, and swap creative quickly. Terrestrial buys are broader but benefit from a station's trusted local personalities. See how we approach both in advertising on Spotify.
Cost and measurement
Streaming offers impression-level reporting; terrestrial relies on reach and frequency estimates plus response tracking. The IAB publishes useful standards for digital audio measurement.
Building the mix
Use terrestrial for broad awareness and streaming for targeted frequency. One production investment can feed both — see our services or ask for a combined plan.
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