How Can National Brands Use Local Radio Advertising in 2025?

The Local Radio Advertising Appeal

National brands have long been radio advertisers. They realize its substantial reach and appreciate its local-centricity. They can connect with consumers in their market with tailored campaigns versus simply brand awareness or generic content.

These companies also realize that radio has a strong trust factor. Radio’s trust halo is thanks to listeners who consider stations to be honest, transparent and part of the community. Any advertiser would want to capitalize on this goodwill.

Audio ads also have a powerful presence. A study found they outperform video for attention and recall. The research suggests that radio listeners are more attentive because they consume the content by hearing rather than seeing. Our brains interpret audio differently than visuals, and this experience contributes to improved results.

National advertisers have much to gain from leveraging local radio advertising. Let’s review opportunities.

National Advertisers Can Localize Messaging

Companies that operate across the country don’t often have uniformity in their products or services. Many factors, from climate to economy to urban versus rural, trigger the need for localized content. For example, hardware stores aren’t pushing snow products in the southwest. National restaurants also have regional menus, and clothing retailers diversify products depending on location.

It applies to many different advertisers. They want to focus on what sales the best in each region as well as what’s relevant. They can do this with radio, concentrating on promotions that fit the needs of listeners.

Brands Can Find More Competitive Rates at the Local Level

National companies are dabbling in all types of audio ads. Pricing will vary from market to market, and these businesses can find competitive rates with radio. As they redistribute their advertising budgets, it will be more advantageous for them to buy spots directly from stations rather than a national buy. These prices may also be more cost-effective versus advertising on Spotify, Pandora or SiriusXM.

Companies Can Use Radio to Demonstrate that They’re Part of the Community

Consumers don’t always think positively about national brands. They may have misconceptions that they aren’t part of the community. Local radio advertising can help them change that narrative. These businesses often give back to the areas around them and employ many people.

Campaigns that tell these kinds of stories can be very meaningful in popular opinion. Plus, the company is investing ad dollars in a local company.

Radio Is an Equal Opportunity Ad Vehicle

Radio can convert existing demand and build future awareness. Research from Westwood One based on Nielsen data proves this statement. Their analysis demonstrated that when a campaign shifts dollars to radio from TV or digital, a 28% increase in reach occurs. With that expanded reach, any business should want to invest in radio.

National brands would find this especially attractive. They are constant advertisers, always looking to hook consumers. With brand loyalty floundering because of price-sensitive shoppers or people ditching brands due to ideological differences, radio provides a channel to win those consumers.

These advertisers want to take any opportunity or advantage to convert on what people need right now and plant seeds for recall when they are in the market.