Why Radio Still Works in 2026: The Alberta Advantage

Radio has been declared “dead” more times than we can count. And yet radio is still one of the strongest, most resilient advertising channels in Alberta. In fact, the data shows it’s not only alive, it’s thriving.

According to Numeris, AM/FM radio reaches approximately 84% of Canadians weekly, including 84% in Calgary and 86% in Edmonton . That level of consistent reach is nearly impossible for digital-only channels, where algorithms change daily and attention is fragmented.

And it gets better.

Radio Reaches People When They’re Ready to Act

Radio’s strongest listening happens during:

Morning drive
Daytime hours
Afternoon commute

This is when people are making decisions, solving problems, and planning their day—not passively scrolling their phones.

It’s a medium built for action, not distraction.

Radio Supercharges Digital Marketing

The Radiocentre “Online Multiplier” research reveals:

People are 52% more likely to browse a brand after hearing radio ads
Radio increases branded Google searches by 29%
Response happens within 24 hours

In Alberta, this effect is amplified when paired with Shine FM’s high trust audience, where 82% of listeners trust the advertisers they hear .

Radio creates demand.
Digital captures it.
IDMD builds the system that ensures nothing gets missed.

Why Radio Still Leads in Trust

Even with digital convenience, Albertans still trust the human voice. Radio announcers are consistent, local, and familiar. They feel like friends, and that trust transfers to advertisers.

Shine FM’s trust scores are particularly strong: