Is Radio Advertising Back?
An October 2025 perspective on radio, the changing media mix and renewed interest in audio.
Where did radio go?
Radio advertising peaked during the 1930s–1950s, often called its golden age. During this period, radio was the dominant medium, until television advertising entered the market and began to take over. As digital advertising emerged, it captured market share and shifted advertisers’ budgets away from traditional channels like radio.
Radio in the 2000s
Since around 2010, a flood of advertising channels has taken centre stage: television and print, digital display, search engines, social media, influencer marketing, streaming video and programmatic ads. Each step forward in media innovation made radio a smaller piece of the advertising puzzle.
Radio today: the 2025 perspective
With the rise of podcasts, streaming audio and renewed interest in localised and trusted voices, advertisers are rediscovering audio as a medium for connection. Radio may no longer dominate the way it once did, but its role in the media mix is evolving.
Brand & Communications Strategist based in Amman. The Rollout shares quick perspectives and practical marketing frameworks.