Economic uncertainty is nothing new — and in turbulent times it’s only natural for businesses to re-evaluate where and how they spend. But history, research, and real-world results all point to one key truth: When consumer confidence rebounds — and it always does — brands that stayed present will be the ones consumers remember.

In today’s climate, smart marketers are asking the right question: not “Should we keep advertising?” but “How do we advertise more efficiently?”

We’ve seen this story before. Historically, brands that maintain or even increase advertising during downturns position themselves for long-term growth. It’s not just about weathering the storm—it’s about claiming market share.

When competitors pause campaigns, there’s more room in the minds (and ears) of your consumers. Staying visible now can yield outsized returns later.

Why does advertising matter during uncertain times?

Let’s talk about where to focus your ad budget. In an era where budgets are tight, TV reach is shrinking and digital CPMs are soaring, Audio—radio, streaming, and podcasts—continues to deliver on both scale and efficiency.

This is the time to focus on performance and price in the same conversation. Radio, streaming radio, and podcast ads outperform other media in terms of conversion success and CPM.

What our clients see time and time again, is that when marketers shift even a small portion of TV budgets, for example, over to Audio, the results are powerful – often driving 20% stronger reach for the same budget, just allocated a little differently. .

As Nielsen recently advised: “The solution isn’t to slash the budget, but to optimize media mix and invest in channels that are performing well.”

Still unsure? Let’s look at what happened when one of our Quick Service Restaurant (QSR) clients decided to run a test. This regional eatery had enjoyed years of steady traffic, driven largely by their consistent radio presence. Then they pulled their ads—for just three months.

The result? Business dropped. Fast. Foot traffic to restaurants declined by 11% in just two weeks and stayed down until they returned to radio. As soon as their spots were back on air, customers came back too.

Geo-location and foot traffic analysis confirmed the link: the absence of advertising directly impacted consumer behavior. Customers simply stopped showing up.

It’s a perfect reminder of Audio’s real-world influence. Audio advertising doesn’t just drive awareness—it drives action.

Every brand is navigating the current moment a little differently. But if you’re making decisions about your marketing mix, here’s what we encourage you to keep in mind:

At Audacy, we work with brands across categories to help them stay relevant, efficient, and resonant—no matter what the economic headlines say.

It’s time to keep your voice strong, your brand visible, and your message in front of the audiences who matter most.