Radio (traditional)

Traditional radio is terrestrial AM/FM broadcast audio programming transmitted over licensed frequencies to receivers, featuring scheduled, linear content such as music, talk, and news delivered by local or regional stations. It is a predominantly audio-only, appointment-based medium with audience measured by third-party ratings panels.

In the AdTech/MarTech ecosystem, traditional radio operates as offline audio inventory bought and planned using reach/frequency metrics (e.g., GRPs, AQH) and daypart targeting; advertisers purchase 30–60 second spots or sponsorships through station sales teams or networks. Measurement relies on audience ratings, diary or electronic panel data, and is often augmented with digital extensions (stream simulcasts, station websites) and offline-to-online attribution tools like promo codes or call tracking.

Sellers are local stations, regional groups and national networks (e.g., conglomerates and independent broadcasters) that package inventory by market, station format and daypart, while buyers include local businesses, retailers, auto dealers, national brands, agencies and political campaigns. Transactions are typically negotiated via direct sales or network buys with pricing based on CPMs, cost-per-spot and package discounts, and the market is characterized by geographic fragmentation alongside consolidation among major broadcasting groups.