The Spanish Association of Commercial Radio Broadcasting (AERC) marked World Radio Day by presenting new data confirming radio’s leadership in credibility and advertising return.

In a context of polarization, media fragmentation, and the proliferation of misinformation, radio has consolidated its position as the most trusted and credible medium for citizens and the most efficient for brands. This is according to the latest study presented by AERC during an event held at the Faculty of Communication and Arts at Nebrija University.

The event brought together top executives from PRISA Media, Ábside Media, Atresmedia Radio, and Kiss Media, highlighting radio’s role as a safe space for brands and as a unifying force in Spanish society during times of crisis and uncertainty.

Following the opening remarks by Marta Perlado Lamo de Espinosa, Dean of the Faculty of Communication and Arts at Nebrija University, Concha Gabriel, Technical Director of IMOP Insights, presented the study’s findings, emphasizing radio’s unique value in today’s media landscape.

The study, conducted by AERC in collaboration with IMOP Insights, shows that radio has the strongest social image among media outlets, particularly in terms of information, social commitment, and experience. In the informational sphere, “it stands as the most reliable, credible, and plural medium,” Gabriel stated.

“The strength of radio lies in the trust it generates and the emotional value it brings in an increasingly fragmented media environment,” she explained. Fifty-five percent of respondents consider radio the medium with the greatest individual value, and two out of three people (66%) recognize it as the most socially relevant medium.

Regarding advertising investment, the study presents exceptionally positive attributes for radio: “It is the closest medium, the least intrusive, the most credible, it generates greater trust, and commands more attention.”

According to the data, 72.6% of listeners remain tuned in during advertising breaks, compared to the mass audience drop-off seen in other media. “The lower perception of annoyance, combined with the relationship established with the medium, fosters a more positive attitude toward brands advertised on radio, strengthening trust,” Gabriel noted.

Brands that allocate more than 20% of their advertising mix to radio achieve top positions in both prompted and spontaneous ad recall rankings. Moreover, brands investing in radio receive 70% more website visits compared to those that do not. The study also shows that radio is the medium that best optimizes advertising investment, with an activation cost of €66, compared to €74 for social media, for example.

The event also featured a discussion between industry professionals and university students. Participants included Aida Bao, director of the weekend editions of Hora 14 and Hora 25 on Cadena SER; José Ángel Cuadrado, Digital Coordinator at COPE; Cris Regatero, host at LOS40; and José AM, the “aHITador” at Hit FM.

They analyzed how radio is addressing the expectations and consumption habits of new generations and the challenges of reaching younger audiences.

Generational transition was one of the central themes. Aida Bao was clear: “We need to reach a new generation without losing those who already listen to radio. It’s not about getting Gen Z to listen—it’s about everyone. That’s the big challenge.”

She identified social media as the main gateway to younger audiences but warned of a critical risk: “Algorithms don’t care whether content is true or not—they just want it to go viral. Media outlets are reliable because we verify information, and that’s a value we must preserve.”

José Ángel Cuadrado expanded on this idea, describing digital platforms as a lever to reach new audiences, while cautioning about the tension between virality and rigor: “Being rigorous requires effort, but with the rise of AI, media outlets are and will become even more important because it will be easier to create false content. There will be more noise, and rigor is not optional in radio—it’s our differentiating value. We need to bring radio’s credibility to all the platforms where we are present.”

Cris Regatero also emphasized the importance of reliability: “We must continue to differentiate authoritative media from accounts that lack editorial backing and responsibility.” She highlighted “authenticity and naturalness” as key elements for connecting with young audiences: “Natural conversations between two people about everyday topics create identification with listeners. The key is not trying to be perfect.”

Facing the challenge posed by algorithms and the need to reinvent radio on social media, José AM shared his experience: “Reaching a generation that isn’t native to radio requires constant reinvention. We need to understand them, and I’ve found on social media an extension of what I do on radio, feeding back into the program.”

Radio has consistently stood by society during key moments, providing quality information with a public service vocation. This was evident during the pandemic, when stations reinvented themselves in record time to adapt their technology and content to an unprecedented situation.

More recently, radio played a crucial role during the floods caused by the DANA storm in Valencia, the major blackout that left the Iberian Peninsula without electricity, and the Adamuz train accident.

Javier Visiers, CEO of Ábside Media and president of AERC, closed the event with an optimistic message about the medium’s health: “Radio is listened to more than ever in Spain and enjoys the trust of advertisers, who are investing more year after year.”

At the same time, he acknowledged ongoing challenges, including “demonstrating and convincing other advertisers of the medium’s effectiveness as an advertising investment and its role as a cultural driver and backbone of Spain.”

In line with the United Nations’ theme for World Radio Day 2026, “AI is a tool, not a voice,” the AERC president also underscored the human factor as the engine of transformation: “The future of radio will continue to require tools, but it will always be driven by people transforming the medium.”

Source: Cadenaser
Author: Redacción
Picture: Freepik