Radio in a Martech World

CES 2026 wasn’t just about gadgets, screens, or AI-powered everything. Underneath the tech spectacle was a clear signal for anyone in broadcast advertising sales: brands are drowning in data, fragmented channels and short-term performance metrics — and they are searching for trust, context, and memory.

That’s where radio doesn’t just survive — it wins.

I was reminded of this while watching demos of the latest martech (marketing technology) platforms. Smarter attribution. Faster optimization. AI-driven creative testing. Incredible tools. And yet, the same tension kept surfacing: “We can see everything… but we’re not sure what’s actually building the brand.”

That’s the opening for radio sellers in 2026.

Marketing professor Byron Sharp in his book, How Brands Grow, famously said, “Brands grow by increasing mental availability — how easily and often a brand comes to mind in buying situations.” CES 2026 reinforced that while martech excels at tracking clicks and conversions, it struggles to measure mental availability, emotional resonance, and trust — the very things radio does best.

Here are my five key takeaways on what CES 2026 means for radio sellers right now:

1. Martech Is Powerful — But Incomplete Without Brand Building

AI-driven martech platforms showcased at CES promise precision targeting, personalization and real-time optimization. What they don’t deliver on their own is shared cultural moments, frequency of brand exposure and emotional reinforcement.

Radio takeaway:

Position radio as the brand accelerator that makes martech work harder. Performance media converts existing intent; radio creates it.
Use language like:

• “Radio fuels the top of the funnel martech depends on.”
• “You can’t retarget someone who’s never heard of you.”

2. AI Everywhere Makes Trusted Voices More Valuable

CES 2026 made it clear: AI is everywhere — generating content, automating decisions, even creating synthetic voices. As AI increases, human trust becomes the scarce resource.

Radio takeaway:

Local radio personalities, trusted stations and familiar voices become brand safety and credibility assets. In an AI-saturated world, real voices break through.
Ask advertisers:

• “Where does trust come from in your media mix?”
• “Which channels feel human — not just efficient?”

3. Attribution Obsession Is Creating Brand Blindness

Martech tools at CES showed incredible attribution models — but many marketers admitted they’re optimizing for what’s easiest to measure, not what matters long-term.

Radio takeaway:

Radio excels at long-term brand lift, not just last-click attribution. Sellers should reframe success around:

• Brand recall
• Share of mind
• Consistent presence

Radio doesn’t compete with martech — it protects brands from becoming invisible between clicks.

4. Audio Is the Only Screen-Free Branding Medium Left

CES 2026 showcased more screens than ever — cars, appliances, wearables. Ironically, this makes screen-free media more powerful.

Radio takeaway:

Radio reaches people while they’re living life — driving, working, thinking. No scrolling. No skipping. Just attention and repetition, the two most powerful branding forces.

5. The Smart Seller Shift for 2026 

The best radio sellers in 2026 won’t sell spots — they’ll sell balance and integrated marketing strategies:

• Short-term martech activation plus long-term brand building
• Data plus emotional connection
• AI efficiency plus human trust