Radio remains today an essential and effective medium, capable of effectively reaching a wide range of listeners. At Mediamix, we help you fully exploit the many opportunities offered by modern radio advertising to optimize your visibility and impact.
Traditional Radio Advertising: A Safe Bet
In Switzerland, FM radio has long been the cornerstone of radio broadcasting. However, the transition to digital is well underway: FM still exists today, and the shift towards DAB+ and digital audio is progressing steadily, but without a deadline or planned shutdown. Most listening is now digital, especially among younger audiences. Radio advertising now leverages the full range of these new channels.
Despite this transition, traditional radio remains an effective channel to reach a loyal and diverse audience. Ads aired at strategic times, such as peak hours, ensure optimal visibility and effective recall through repetition.
Depending on your campaign objectives, traditional radio is also a relevant tool for targeting precise local coverage. This approach remains cost-effective given the wide geographic reach and potential to access a large audience.
FM, DAB, and DAB+ : Understanding the Differences in Switzerland
FM (Frequency Modulation): Remains a widespread analog standard in Switzerland. Although its listening share is gradually decreasing, it is still relevant for targeting certain traditional audiences.
DAB (Digital Audio Broadcasting): Introduced in Switzerland in 1999, DAB enabled digital radio broadcasting with better sound quality and more stable reception. However, this standard has gradually been replaced by DAB+.
DAB+: An evolution of DAB, DAB+ offers superior audio quality and more efficient bandwidth usage, allowing more stations to be broadcast on the same frequency. Since November 15, 2016, all radio broadcasts in Switzerland use exclusively DAB+.
DAB+ now covers over 99% of the Swiss population, including highway tunnels over 300 meters long, ensuring near-universal reception.
Ein Medium im Wandel: Der Zuhörer wird zum Akteur
Radio is no longer just linear listening. Today, listeners create their own audio experience:
- They listen live, on replay, as podcast or via aggregators like Spotify, Apple Podcasts, TuneIn, etc.
- They choose when, how, on which device, and what type of program to listen to.
- They become active participant—in the radio medium, similar to what happened with television and streaming.
This fundamental shift in consumption calls for an equally profound transformation in radio advertising.
Key Figures (Sources: Statista 2024, IAB, Médiamétrie)
- Global revenue from digital radio (streaming + podcasts + online radio) will reach nearly USD 10.4 billion by 2025.
In 2025, over 75% of radio consumption will be via DAB+, internet, or digital TV (source: OFCOM Digital Migration report, published May 2025).
FM remains dominant for some audiences but continues its natural decline, especially under age 55.
Nearly all highway tunnels are equipped for DAB+.
- Podcasts today represent over 30% of non-music audio listening time<span style="font-weight among under-35s.
- Digital audio formats generate a +24% advertising recall rate compared to the average of other media (Nielsen/IAB study).
Digital Radio Advertising: Precision of Digital Targeting
Digital radio advertising opens new possibilities using platforms like Spotify, Deezer, or webradios. This format offers extremely precise targeting based on demographic, behavioral, and geographic criteria. It also allows real-time campaign performance tracking and immediate adjustments to maximize effectiveness. Additionally, innovative formats such as dynamic and personalized audio ads significantly boost listener engagement by offering a unique and relevant experience. This approach is particularly suited to evolving digital consumption habits.
Radio Sponsorship: Building a Lasting Relationship with the Audience
Sponsoring radio programs allows you to integrate your brand durably into listeners' daily lives. By associating your brand with popular and appreciated shows, you gain strong credibility and continuously strengthen your brand awareness. This partnership also enables you to establish a strong emotional connection with the audience, solidifying your market position.
Contests and Editorial Partnerships: Boost Interaction
Contests and editorial partnerships are dynamic and interactive strategies. They actively encourage listener participation, generating strong engagement around your brand. The direct involvement of hosts and the visibility they bring significantly increase the positive impact and goodwill toward your company. Moreover, these initiatives enable valuable data collection to refine future advertising campaigns.
Conclusion
Radio has never been as vibrant, hybrid, and powerful. Far from being outdated, radio adapts to digital usage, on-demand consumption, and message personalization.
At Mediamix, we believe the success of an audio campaign today depends on:
- A deep understanding of audio usage (FM, digital, podcasts),
- Smart use of data to refined targeting,
- Une création sonore engageante et contextuelle.
Whether you want to strengthen your local presence, speak to a community via podcast, or activate a programmatic audio campaign, we help you design a tailored, efficient, and innovative audio strategy.
