Local Marketing Expert Dan Guin, President and General Manager, Western Mass Media Group
Nielsen’s latest Audio Today 2026 report confirms what we see every day here in Franklin County — local radio works.
For every dollar spent, AM/FM radio delivers a $2 return, ranking among the strongest-performing media channels available to advertisers. Yet despite that performance, it continues to be undervalued in many marketing plans.
Here’s the reality: radio is where your customers are — especially when it matters most.
In our region, like much of the country, radio dominates in-car listening, accounting for more than 80% of ad-supported audio time in vehicles. That means we’re reaching people during morning and afternoon drive, when they’re heading to work, picking up kids, or deciding where to stop, shop, and eat. It’s real-time influence at the point of decision.
Radio also continues to deliver unmatched reach. It connects with nearly 9 out of 10 adults each month — including younger audiences — and when combined with streaming, that reach expands even further across mobile, desktop, and in-home listening.
Here in Western Massachusetts, local radio adds something national platforms can’t replicate — trust, familiarity, and community connection. Our listeners don’t just hear us; they rely on us. That trust translates directly into results for local businesses.
The takeaway is simple: while perception may lag behind, the data is clear. Radio remains one of the most effective, efficient, and immediate ways to grow a business — especially at the local level.
In Franklin County, we’re not just part of the media mix — we’re a driving force behind it.