Hulvey: Radio Is the ‘Force Multiplier’ Digital Budgets Need

Why It Matters

The message signals broadcasters can reclaim ad spend from digital channels, reshaping media‑mix strategies and potentially boosting revenue for radio stations while delivering stronger ROI for advertisers.

Key Takeaways

• John Morgan credits radio for growing his law firm.
• Hulvey says adding broadcast boosts digital‑only campaign performance.
• Audio Leader deck positions radio as leader in audio advertising.
• Misleading headlines confused over‑air listening decline with audience loss.
• RAB urges marketers to reallocate budget toward traditional broadcast.

Pulse Analysis

The radio industry has faced a wave of negative press after a headline on Jacobs Media’s Techsurvey 2026 suggested a decline in AM and FM listening. Hulvey clarified that the data reflected a distribution shift—not a loss of audience—underscoring the importance of nuanced measurement in an era where streaming and digital platforms dominate headlines. By correcting the narrative, broadcasters can protect their credibility and demonstrate that listeners are still engaging, just through evolving channels.

Central to Hulvey’s argument is the RAB’s Audio Leader advocacy deck, which positions broadcast radio as the premier audio medium for advertisers. The deck leverages case studies like John Morgan’s, where the personal injury firm’s growth was directly linked to radio advertising, to illustrate a measurable lift in brand awareness and sales. Hulvey describes the addition of a broadcast element as a “force multiplier,” meaning that reallocating a portion of a digital‑only budget to radio can amplify overall campaign effectiveness, delivering higher conversion rates and better ROI without increasing total spend.

For marketers, the takeaway is clear: a hybrid media mix that includes traditional broadcast can outperform pure‑digital strategies, especially for local businesses seeking tangible results. Advertisers are urged to revisit media plans, allocate a slice of budget to radio, and leverage the credibility and reach of local stations. Broadcasters, meanwhile, stand to regain a larger share of advertising dollars, reinforcing radio’s relevance in the broader audio ecosystem and supporting sustainable growth in a fragmented media landscape.