/ Guide
Radio vs digital audio advertising
Broadcast radio and digital audio both use sound, but distribution, targeting and measurement differ.
01
Radio
Commercial radio can deliver local or national audio reach through scheduled station and network inventory. RAJAR is the official UK radio audience measurement body.
02
Digital audio
Digital audio can include streaming services, podcasts and online radio, with platform-specific targeting and delivery data.
03
Creative
Strong audio branding, recognisable voice or sound and a clear message can matter across both forms.
04
Choosing the mix
Consider audience scale, geography, context, device, targeting, creative format and how the campaign will be measured.
Sources and review
Last reviewed 28 September 2026. Figures affected by current inventory, supplier data or regulation should be checked at the point of planning.
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