Radio Holds Its Ground as OTT and CTV Climb in Local Ad Rankings
In a media landscape dominated by digital metrics and ROI dashboards, local advertisers still have a soft spot for traditional channels—especially radio. That’s the takeaway from Borrell Associates’ latest SMB survey, which finds one-third of local advertisers rate AM/FM radio as “very” or “extremely” effective.
That puts radio on par with broadcast and cable television, as well as mobile ads and content marketing. It’s a revealing snapshot of how local ad buyers continue to see value in media that reach mass audiences—even as digital continues to drive attribution and targeting at the bottom of the funnel.
The Case for a Balanced Media Mix
According to Matt Sunshine, CEO of the Center For Sales Strategy, the findings highlight the power of media mix modeling in local advertising.
“Digital forms of advertising are more often targeted at the bottom of the consumer buying funnel,” said Sunshine in a recent vlog. “But traditional forms of advertising, which hit a broader mass, are essential to casting a wide net and conveying a strong branding message.”
In other words, the “radio is dead” narrative doesn’t match what local advertisers are actually experiencing. Radio, broadcast, and even cable TV are still seen as branding workhorses—while digital does the retargeting and conversion work.
OTT/CTV Hits Its Stride
Perhaps the biggest mover in the data? Streaming video.
Over-the-top (OTT) and connected TV (CTV) advertising are now ranked third in perceived effectiveness, with 44% of users calling it “very” or “extremely” effective. That’s a notable leap from prior years, when under 40% felt the same.
“Perhaps streaming video advertising has moved from more of the experimental stage to one of more sophistication and reach,” Sunshine suggested.
For marketers with OTT or CTV capabilities, the data is a strong prompt to go beyond pilot campaigns and start positioning these formats as core components of the local media plan.
Digital Still Dominates, But Traditional Isn’t Fading
While digital channels continue to attract spend due to measurability and targeting, this latest survey suggests traditional formats remain surprisingly resilient. They offer reach, credibility, and community presence that algorithm-driven platforms can’t fully replicate.
For local agencies and media sellers, the clear message is:
- Embrace a hybrid media strategy that balances digital efficiency with traditional reach.
- Use data like this to defend investments in radio and linear TV when clients get tunnel vision on digital.
- Highlight the growing maturity of streaming formats like OTT/CTV for video storytelling at scale.
The Bottom Line
Local advertisers aren’t ready to throw out traditional media—especially when those channels still deliver results. In fact, AM/FM radio is holding steady, and OTT/CTV is accelerating as marketers grow more comfortable with its scale and performance.
In today’s fragmented landscape, the winners won’t be the loudest platforms—they’ll be the smartest combinations.
