On average, people encounter between 6,000 and 10,000 advertisements a day. Think of your typical routine with that in mind: Wake up, check your phone. Advertising. Put on the morning radio or television. Ads. Hop in the car and turn on the radio or Bluetooth. Ads. Drive past buildings on your commute. Ads. On, and on, and on. From sunup to sundown, our lives unfold in a landscape of advertisements that tug at the core of our consumerism.
That’s why it wasn’t surprising to see a new study released Monday showing that 61% of local radio sports ads failed to meet effectiveness standards. The six-month study of more than 5,600 commercials across 108 markets, including the top ten, revealed that only four in ten spots measured up in emotional resonance, brand recall, message clarity, and call-to-action effectiveness.
As radio stations continue grappling with AI becoming more of an option than actual human beings, the takeaway should be simple: Human beings talking to human beings creates better business interaction than any AI offering.
At Barrett Media, we often discuss how to educate, celebrate, and challenge the industry for the better. That mission, started nearly a decade ago by Jason Barrett, has always acknowledged radio’s flaws. But the way, how those flaws are addressed still needs work.
Return To Use What Works Best
The lifeblood of radio lies in the effectiveness of the advertising that sustains it. Clients purchase time for audiences to hear and embrace their messaging. While there are countless key performance indicators to frame success, the bottom line is always the same: What is the client getting back for their investment?
“It’s all about the ROI, stupid,” I was told for years.
If stations accept ad buys but half-ass the creative, the cracks will show quickly—as this latest study proves. Every commercial, regardless of length, should be treated with the utmost importance. It’s what keeps stations in business and employees on payroll.
That’s why leaning into the talent you pay is more important than ever.
In my years in sports radio, endorsements were both the greatest success story and the toughest challenge. Listeners trust talent. They tune out for commercials, but they lean in for voices they know. They follow personalities, not brands. And when talent represents a product, the audience attaches to it.
If six out of ten spots aren’t making an impact, then it’s time to double down on what does: the talent.
Talent Are the Trusted Voice of Radio
Talent are the true creative force inside the building. Production directors have become a luxury, and content hubs and AI tools have stripped away much of the local spark. The result: stations outsource connection with the community while prioritizing the bottom line.
Instead, stations should empower their talent to add value internally. Involve them in client calls and brainstorming sessions. Use their creativity to craft campaigns that cut through the noise. Stop your talent from preparing platforms for layoffs and start preparing your talent to help your clients succeed.
Remember the old adage: the more brains in the room, the better the outcome.
Talent want to feel involved, important, and valued. Sales teams can only go so far with AI tools that have no human connection, no matter how much “training” they receive. Put a creative brain in the room, and watch the results.
No one in the building is more connected to the community than the on-air voices. They know the city, the people, the weather, the culture, and yes—the best place to grab a burrito after a late shift. They reflect the pulse of the market every time they crack the mic.
When it comes to messaging, talent outperform AI.
When it comes to connection, talent extend the hand that builds loyalty.
When it comes to brand recall, talent know how to make a moment memorable.
When it comes to clarity, talent speak the language of listeners—like human beings.
The industry needs a lot to go right in order to thrive. But if paid advertisements are failing to connect with audiences, the business is in far more trouble than we realize.
Radio Needs To Get More Return on Its Investment
The single biggest investment a station makes is in its talent. Are you maximizing your return on that investment? If not, this is the perfect lane to challenge your talent, raise their value, and ultimately strengthen your brand.
There’s a reason endorsements cost more than traditional spots. They work. Programmers should carve out time to monitor brand performance. Talent should constantly refine their reads, finding new ways to connect. Sales managers should involve talent in the process. If a commercial misses the mark, bring the talent in to suggest a fix.
Radio must return to doing what it has always done best: connecting with people. If not, more studies will be conducted, and the results—likely worse—will keep coming.
Listeners are human. Radio needs to lean into its own humanity.
Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.
John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.
