TV vs. Radio: How to Compare ROI and Make Smarter Media Decisions

Which is a better marketing investment–TV or radio?

Both still play a powerful role in consumer behavior, with TV and radio reaching more than 90% of adults weekly. But comparing the two isn’t as simple as looking at cost. The real question is: what kind of return can you expect based on your goals and how you plan to measure success?

This article serves as a brief intro to what makes TV and radio valuable, how to compare their ROI, and how to choose based on what matters most to your business.

What ROI Really Means in Media Buying

ROI, or return on investment, is often framed as a simple formula: money in vs. money out. But when it comes to media buying, it’s more nuanced.

TV and radio don’t typically drive conversions on the same day an ad airs. Instead, they often impact longer-term brand recognition, search behavior, and purchase intent. That’s why marketers are shifting from pure attribution models toward incrementality and media mix modeling, especially when evaluating offline channels.

ROI is more than a number. It’s a tool to evaluate effectiveness based on what your campaign is trying to achieve. If you’re focused on brand awareness, success might look like increased search volume or survey-based brand lift. If you’re running a sale, you’re probably looking at store traffic, calls, or conversions.

The most important thing is to make sure your definition of ROI matches your objective.

TV Advertising ROI: What to Track and Why

TV advertising still delivers when it comes to reach, authority, and memorability. Research by the Video Advertising Bureau shows that TV drives the highest return on ad spend (ROAS) among major media, particularly when paired with creative that evokes emotion or tells a story.

But TV measurement has evolved. Whether you’re buying traditional linear TV or streaming-based Connected TV (CTV), there are key metrics that can help track ROI more effectively:

• Cost Per Thousand (CPM): This tells you how much you’re paying to reach 1,000 viewers. It helps compare the efficiency of different ad buys across programs, networks, or time slots.
  
  
• Gross Rating Points (GRPs): This measures total ad exposure by multiplying the percentage of your target audience reached by how often they see your ad. For example, reaching 30% of your audience with 4 exposures equals 120 GRPs. While GRPs show campaign weight, they don’t measure actual impact—just estimated exposures. To understand real results, pair them with outcome metrics like search trends or brand lift.
  
  
• Brand Lift: This can be measured through surveys or tools that compare pre- and post-campaign brand perception. Platforms like Nielsen Brand Lift or Lucid Impact Measurement offer ways to measure how your message is landing.
  
  
• Website Traffic and Search Trends: TV can drive web interest. A spike in branded searches during or after your campaign often signals engagement. Tools like Google Analytics and Google Trends can help monitor those patterns.

If you’re using CTV platforms like Hulu, Roku, or YouTube TV, you may also have access to real-time tracking, audience segmentation, and pixel-based attribution tools. This adds an additional layer of insight, but even without advanced tech, TV remains measurable and impactful when the right benchmarks are used. 

With so many different ways to utilize TV advertising, many businesses turn to professional TV media buying to ensure they are achieving the best possible TV Advertising ROI.

Radio Advertising ROI: Strengths and Measurement Tips

Radio offers something TV can’t always deliver: frequency and local or national focus at a more accessible price point.

Ways to measure ROI from radio include:

• Reach and Frequency: Are you hitting the same audience often enough to stay top-of-mind?
  
  
• Listener Response Windows: Track store visits, web traffic, or calls during and shortly after your ad slots.
  
  
• Promotional Codes or Landing Pages: Assign a unique URL or offer code to each campaign so you can trace response more easily.
  
  
• Cost Efficiency: Radio typically offers more air time for the same budget, which helps increase exposure, especially in smaller markets.

In many cases, radio can be used to support larger campaigns or seasonal pushes where repetition and local presence matter more than visuals. That makes it a strong tool for conversion-focused or budget-conscious advertisers. 

Even though radio advertising can be more accessible, it still takes precision and expertise to execute correctly. Working with a professional radio media buyer can help businesses properly approach radio advertising to drive the highest ROI possible.

Common Pitfalls in Comparing TV and Radio ROI

Trying to evaluate both channels using the same metrics can lead to faulty conclusions. Each works differently, and both have value, but only if you’re measuring the right things.

Avoid these common mistakes:

• Relying too heavily on attribution tools: TV and radio aren’t clickable like digital ads, so their impact isn’t always captured by standard attribution models. But that doesn’t mean they’re ineffective—look for indirect signals like spikes in web traffic, branded search, or store visits.
  
  
• Focusing only on immediate conversions: Not all ROI is immediate. Some of the most valuable effects—like increased brand awareness or purchase consideration—take time to surface.
  
  
• Ignoring the full funnel: These channels often play a bigger role at the top of the funnel. If you’re only tracking final sales, you’ll miss a lot of their impact.

Choosing TV vs. Radio Based on Your Marketing Goals

Use your campaign objectives to guide which media channel is the better fit:

• If you want to build awareness or brand credibility: Go with TV. It offers strong reach and visual storytelling.
  
  
• If you need a quick response or want to promote a local event or offer: Radio’s frequency, psychological advantages, and lower cost can help drive timely action.
  
  
• If your budget is limited: Radio may allow you to buy more placements and sustain a longer campaign.
  
  
• If you’re rolling out a big brand message or launch: TV will help you make a strong first impression.
  

In many cases, using both TV and radio together delivers the strongest results—TV builds the brand, while radio drives response.

Both are proven media channels with distinct strengths, but ROI isn’t about picking a winner. It’s about aligning your media choices with your goals, measuring what matters, and learning what works.

ROI Isn’t Just a Number

Ready to optimize your radio or TV advertising ROI? We help brands of all sizes and budgets plan smarter campaigns that work harder for every dollar. Contact us today for a free consultation.

FAQs