As we begin the New Year, we spoke to industry leaders to reflect on the shifts that shaped 2025 and the forces expected to define 2026. For Ashit Kukian, CEO, BIG FM, 2025 marked the moment radio firmly evolved from a reach-only medium into a full-funnel brand solution built on relevance, trust and measurable business outcomes.
Reflecting on what defined the year gone by, he says, “In 2025, radio moved beyond being just a reach medium and evolved into a complete brand solution. Clients increasingly expected measurable outcomes, not just impressions. Radio networks combined on-air strength with digital audio, content integrations, events, and local activations to deliver real business impact. The focus shifted to relevance, credibility and trust; areas where radio already held a strong advantage.”
Looking ahead, Kukian believes the next phase of radio’s growth will be shaped by deeper localisation, the rising strategic value of audio, and content-first brand collaborations that go beyond traditional advertising formats.
“Hyperlocal storytelling driving brand trust.
By 2026, hyperlocal content will become a key growth driver, and brands will want to speak in the language of local communities, not generic national messages. Radio, with its deep city-level understanding and loyal listener base, is uniquely placed to deliver this. Storytelling rooted in local culture, voices and real issues will help brands build trust and long-term emotional connections.
Audio becoming a strategic pillar in media planning
Audio will emerge as a strategic pillar rather than a tactical add-on to in media plans. With increasing on-screen fatigue, consumers will turn to audio for companionship, information and entertainment. Radio and digital audio will together offer scale, intimacy and frequency. Marketers will value audio for its ability to stay present throughout the day without demanding visual attention.
Content-led brand partnerships over spot advertising
Traditional spot advertising will gradually give a way deeper, content led brand partnerships. Brands will want to be part of stories, conversations, and experiences rather than interruptions. Radio networks will collaborate closely with marketers to co-create content that feels organic, engaging, and useful to listeners. This approach will improve recall, authenticity, and brand affinity in a cluttered media environment”
