In an era where podcasts, music streaming, and digital-first content dominate audience attention, the question often arises—is radio still relevant? Surprisingly, the answer in 2025 is a resounding yes, especially when viewed through the lens of mainline media.

Radio, and particularly FM broadcasting, has not only survived the digital wave but strategically evolved to retain its position in media plans. Here's a deep dive into how and why FM continues to play a meaningful role in the mainline media mix.

The Legacy and the Loyalty

FM radio in India, introduced in the late 1990s, became a household medium thanks to its local flavor, emotional resonance, and mass accessibility. While digital has taken over screens, audio-first platforms like FM remain integral to daily routines, especially in cars, public transport, and rural households. Unlike many platforms that demand visual attention, radio thrives in the background—yet makes a lasting impact.

Why FM Still Matters in 2025

1. Localized Communication at Scale

FM allows brands to hyper-target cities, towns, and even specific language groups with contextual messaging. In states like Maharashtra, Tamil Nadu, and West Bengal, localized radio campaigns deliver more personalized experiences than national TV ads.

2. Cost-Effective and Agile

Compared to TV and print, radio offers a high frequency at a lower cost, making it ideal for short bursts of communication like event promotions, festive offers, or retail activations.

3. Influencer Power of RJs

Radio Jockeys (RJs) have built a trust-based, parasocial relationship with their audiences. Brand integrations in RJ talk segments or live call-ins often outperform traditional ad spots in terms of recall and engagement.

4. Mobility-Friendly Medium

FM remains unmatched for in-transit audiences—auto-rickshaw drivers, cab users, long-distance commuters, and shop owners. While digital needs data and a screen, FM needs just a dial.

Evolution of Radio in the Modern Media Mix

Far from being static, FM has adapted impressively:

  • Cross-Channel Integration: FM campaigns are now often paired with digital hashtags, QR codes, or microsites, enabling an offline-to-online engagement funnel.
  • Programmatic Radio Ads: Some networks are experimenting with dynamic ad insertion based on time of day or trending content—borrowing from digital's playbook.
  • Podcast Tie-ins: Many FM channels now repurpose shows as podcasts, reaching both live and on-demand listeners.

How Brands Are Using FM Creatively in 2025

  • PepsiCo ran a multilingual radio contest across 120 cities with RJ-led quizzes that boosted regional reach during IPL.
  • LIC executed a "Trust Talks" series featuring real-life stories narrated by RJs, aligning perfectly with the brand's heritage.
  • Swiggy promoted their flash offers with rapid RJ mentions during peak commute hours, resulting in a 3x spike in app traffic.

The Challenges FM Faces

While FM is still powerful, it's not without hurdles:

  • Measurement Limitations: Unlike digital, FM lacks granular audience analytics, though newer tools like RAM (Radio Audience Measurement) are improving this.
  • Urban Youth Drift: A segment of Gen Z prefers streaming music or podcasts, though FM still retains solid listenership in tier-2/3 towns.
  • Ad Fatigue: Repetitive jingles and lack of creative refresh can lead to listener drop-offs—highlighting the need for stronger content innovation.

The Future of FM in Mainline Media

Radio is no longer the hero medium—but it's an indispensable supporting actor. In 2025, FM is most powerful when integrated into a multi-platform mainline strategy alongside TV, print, and OOH. It's a brand's chance to engage when other mediums can’t—during drive time, at the kirana store, or on a long-distance bus ride.

Final Takeaway

So, is radio still relevant in 2025? Absolutely.
FM radio has proven its resilience and adaptability in India’s complex media landscape. For brands seeking deep regional penetration, authentic voice-based engagement, and cost-effective reach—FM radio continues to hit the right notes.

 

Elyts Advertising and Branding Solutions | www.elyts.in  (India) | www.elyts.agency  (UAE)