Radio Key to Home Improvement Vertical

Inside Radio reported on an important analysis conducted by Audacy regarding the success of radio advertising for the home improvement vertical.  The article noted:

"With home improvement season in full swing, radio continues to have an edge over digital and other media when it comes to retailer ad campaigns, given listeners’ high propensity of home ownership and greater likelihood of spending on home projects with long-term value.

“The brands that win in this category don’t just show up at the point of purchase,” Audacy SVP Research and Insights Ray Borelli says in Audacy’s Insights blog.  “They reach the right consumers at the right time, in the right moments.  That’s where radio stands apart — not just in building awareness but in actually reaching engaged consumers, holding their attention and connecting with them when they’re out in the world and closest to taking action.”

The article continued:

“There’s a reason why, as the blog notes, both Home Depot and Lowe’s were among the top five national radio advertisers during 2025’s home improvement season.  Not only does Scarborough show that homeowners comprise a significant segment of radio listeners — with heavy listeners 14% more likely to be home improvement intenders, and 17% more likely to be among the biggest spenders in the category — when it comes to impact of home improvement ads, according to Nielsen, radio leads CTV, display, search and social media, driving stronger awareness, deeper consideration and higher conversion than its digital competition”

The article goes into significant detail and is worth reading.  You can access the article in Inside Radio here.