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Radio Advertising Faces Measurement Crisis

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  Published in Media and Entertainment on Tuesday, February 3rd 2026 at 17:06 GMT by Radio Ink
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Radio's Media Mix Modeling Crisis: A Call for Modern Measurement

By Amelia Hayes, Broadcast Industry Analyst | February 3, 2026

NEW YORK - Radio advertising is facing a silent crisis in the realm of marketing measurement, according to industry expert John Fix of Fix Solutions. Fix argues that traditional Media Mix Modeling (MMM) techniques are fundamentally flawed when applied to the modern radio landscape, leading to a consistent undervaluation of the medium's true impact on marketing effectiveness. His warning comes at a critical time, as broadcasters compete for advertising dollars in an increasingly fragmented media environment.

Media Mix Modeling, a statistical analysis used to determine the contribution of various marketing channels to sales and revenue, has long been a cornerstone of advertising budget allocation. However, Fix contends that the methodologies haven't kept pace with the rapid evolution of audio consumption. "For decades, MMM relied on relatively stable data sets. Now, with the explosion of streaming, podcasting, and digital audio, the old rules simply don't apply," he explained in an interview with this reporter.

The core issue, Fix clarifies, isn't that MMM is bad, but that its application to radio is based on outdated assumptions. Traditional models often rely heavily on historical data focused on over-the-air (OTA) listenership, failing to adequately capture the reach and influence of radio content delivered through streaming apps, podcasts, and on-demand services. This creates a skewed picture where radio's overall impact - including its ability to drive both immediate sales and long-term brand building - is significantly underestimated.

"The fragmentation of the audio landscape is the key challenge," Fix elaborates. "Listeners are no longer solely tuning into traditional broadcasts. They're jumping between OTA, streaming platforms like iHeartRadio and TuneIn, and dedicated podcast apps. Current MMM models struggle to stitch together this fragmented journey and attribute value accurately."

This undervaluation has serious consequences for radio broadcasters. Marketers, relying on inaccurate MMM data, may allocate budgets to channels perceived as delivering a higher return on investment, potentially overlooking the unique strengths of radio - its local reach, brand affinity, and ability to drive immediate action.

Fix Solutions is actively developing a new MMM model specifically designed for the modern radio industry. This model moves beyond simple regression analysis and embraces more sophisticated techniques, including granular consumer-level data and machine learning algorithms. The focus is two-fold: attribution and incremental impact. Attribution seeks to pinpoint which channels are directly driving conversions - whether that's website visits, phone calls, or in-store purchases. Incremental impact measures the additional sales or results generated by radio advertising above and beyond what would have occurred without it.

"We're not just looking at top-line numbers," Fix states. "We're drilling down to understand the specific consumer behaviors influenced by radio exposure. This requires access to richer data sets and more powerful analytical tools." He hints at integrating data from loyalty programs, purchase histories, and even geolocation services to build a more comprehensive understanding of radio's influence.

Experts predict that the use of machine learning will become increasingly vital in MMM. These algorithms can identify complex patterns and relationships within vast datasets, allowing for a more nuanced and accurate assessment of each channel's contribution. Furthermore, incorporating real-time data feeds--allowing for models to adjust to changing consumer behaviors--will be crucial.

Fix's call to action is clear: radio broadcasters must proactively engage with the MMM process. "Broadcasters can't afford to be passive recipients of flawed data," he warns. "They need to understand how MMM works, advocate for accurate representation of their medium, and be prepared to present compelling data demonstrating the real value they deliver." He suggests providing marketers with detailed audience data, showcasing the effectiveness of cross-platform campaigns, and collaborating on custom MMM studies that accurately reflect the modern audio landscape.

Fix will be discussing these challenges and solutions in detail at the Radio & Business Summit in New York City, offering broadcasters a roadmap for navigating the evolving world of marketing measurement. The future of radio advertising may well depend on its ability to adapt to these new realities and prove its worth in a data-driven world.