Gary Sarner has a simple message for radio advertisers. If you’re going to buy the medium, own it.
What We Know: Sarner’s ROI360+ places radio buys for 36 personal injury law firms across 54 markets. He joined attorney Mike Morse on the Fireproof Podcast to explain how brands should approach the medium.
First, Sarner argued that traditional attribution misses most of what broadcast delivers. Callers often tell intake staff they found a firm on Google. However, many already heard its radio ads or passed its billboards dozens of times. In fact, Sarner believes 98% of law firm marketing is brand building.
Owning a market isn’t cheap, either. Below the top 20 markets, Sarner estimated it costs $80,000 to $140,000 a month to lead roughly 15 or 16 stations. Personal injury firms also wait an average of 14 months to get paid on a case, he said. As a result, advertisers need cash in the bank to survive a difficult first six months.
Meanwhile, Sarner said radio remains steadier than television. He noted that cable households have fallen sharply, while traditional radio still claims 63% of ad-supported audio. Additionally, his agency now builds YouTube campaigns for clients who can’t afford TV or radio.
Finally, Sarner stressed consistency. He runs one campaign across Black, white and Hispanic audiences because listeners move between stations.
What They Said: “People don’t listen to one radio station. They listen to multiple radio stations and they should hear the same message. If you have the right partner buying your radio, you may get the streaming also. If you have the wrong partner, you might not be getting it.” – Gary Sarner
What Remains Unclear: Sarner didn’t share campaign results beyond client anecdotes. Similarly, he didn’t offer data showing how much radio drives cases compared to digital.
What It Means: For radio sellers, Sarner’s pitch is a useful blueprint. Advertisers who dabble rarely stay long enough to see results. Consequently, stations win when clients commit to scale, patience and a consistent message.
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