 Unlike passive media, radio reaches people at home, in the workplace, and in their cars. Radio specializes in repetition. The more times your commercial airs, the more chances you have to attract a new customer. Radio is far less expensive than billboards, TV, and newspaper. And 94% of the American population listens to the radio each week, no matter what you're selling. Effective radio advertising can make your business more successful, which is why top national brands like State Farm, Walmart, Home Depot, and Amazon use radio advertising.