Radio’s audience continues to grow, adding new listeners by millions every year! And now with podcast and more streaming audio mix, the universe of listeners continues to expand. When it comes to impacting consumer behavior, nothing succeeds quite like radio. It is an activity that involves our attention, our imagination and our engagement. And because radio is often part of our daily habits, people can connect more with this medium. More reach, more influence and better retention generally add up to better financial returns on marketing expense.