SERVICES
Radio / Digital Audio is a strategic planning and media buying service for audio advertising that combines the mass reach of traditional FM stations with precise targeting in the digital environment (streaming, internet radio, programmatic buying). FM radio reaches 82% Poles (24 million people) weekly, and 18.5 million people listen to it daily (Radio Track, Kantar Polska). As an independent media agency, Media People negotiates commercial terms simultaneously with all four major radio groups in Poland (RMF – 35.1% share of listening time, Eurozet – 34.6%, ZPR/Time—13.1%, Agora—approx. 6%), ensuring that station selection is based solely on data rather than capital ties. The service is designed for brands seeking to build rapid reach and contact frequency at an optimal cost per reach (CPP/CPT). Thanks to the synergy between offline and online audio, Mediapeople’s clients gain full coverage of listener intent throughout the day, and adding digital audio to the mix closes the coverage gap in the evening, when the share of streaming equals that of FM radio.
Modern audio advertising goes far beyond the car radio, although that is precisely where the largest number of Poles listen to the radio: 11.4 million people daily, and this trend has been growing continuously for six years. It is an ecosystem in which traditional radio bands intertwine with personalized playlists on streaming services and programmatic buying. Mediapeople designs radio and digital audio campaigns that follow the user regardless of the device and time of day. As an independent media agency, we have no capital ties to any broadcaster. We negotiate in parallel with all radio groups (RMF, Eurozet, ZPR) as well as regional stations, selecting stations and platforms based on hard Radio Track data (Kantar Media) on listenership and demographic fit (Affinity Index). This eliminates the phenomenon of duplicated reach and makes it possible to pursue solely the goals in the client's interest.
Thanks to the synergy of offline and online audio, Mediapeople's clients gain full coverage of listener intent throughout the day, and adding digital audio to the mix caps off reach in the evening, when the share of streaming matches that of FM radio.
As part of the audio campaign management, we carry out a comprehensive strategic process:
selection among the three nationwide radio groups (RMF, ZPR/Time, Eurozet/Agora) and among independent local and regional stations covered by the Radio Track survey, tailored to specific markets, categories, campaign goals, and target groups.
Media People has negotiated framework agreements with all key radio groups in Poland. These terms affect only the price and availability of inventory, never which broadcaster is recommended. We evaluate station selection based on a single, consistent set of six criteria (including goal achievement potential, message delivery quality, medium characteristics, contextual fit, availability and flexibility, and cost-effectiveness) regardless of which broadcaster is being considered.
purchasing advertisements on streaming platforms (Spotify, Tidal, Deezer, YouTube Music) and in internet radio, in a direct or programmatic model.
precise demographic, behavioral, contextual, and geolocation real-time targeting with cross-channel reach deduplication.
preparation of voiceover scripts and production of voiceover recordings tailored to the specifics of the medium.
analysis of plan execution based on GRP, Reach 1+/3+, OTS/Frequency, CPP, and SHR metrics in traditional radio, as well as LTR, unique users count, and ad-server data in digital, concluded with a post-buy report.
The audio planning service supports companies at every stage of the sales funnel:
A radio campaign can be launched almost overnight (producing the spot takes 2-5 business days), making radio an ideal medium for seasonal promotions and sales.
309 local and regional radio stations as well as geotargeting in digital audio allow for precise reaching of residents of specific cities or voivodeships.
This is a segment with the highest radio listenership (86% in the 40–59 age group), where radio is the strongest companion medium during the workday and while driving.
Radio reaches 82% of business owners in Poland weekly.
we define the listener profile and key performance indicators (reach, frequency, cost); the preliminary selection of radio stations is based on daily reach and the Affinity Index from Radio Track data (an Affinity Index above 100 means the station is listened to by the target group more than proportionally).
We recommend the proportions between FM radio and digital audio, comparing offers from all radio groups (RMF, Eurozet, ZPR) and digital platforms, without favoring any broadcaster.
We are preparing the broadcast schedule, taking into account dayparts with the best reach-to-CPP ratio and discounts resulting from our framework agreements with broadcasters.
We are coordinating the delivery of materials and the launch of the broadcast across all channels; radio can be started practically overnight.
We monitor performance and adjust parameters in digital audio campaigns in real time (targeting, budget allocation between platforms).
We provide a results summary with a post-buy analysis, including GRP, CPP, and the achievement of the planned reach.
The result of our efforts is high cost-effectiveness of the brand's presence in the air and online:
reaching the listener at key moments of the day (drive time 6:00–9:00 AM and in the evening from 6:00 PM–midnight, when streaming share equals FM radio).
Allocating just 10–11% of the media budget to radio can double the effectiveness of the entire campaign, increase brand awareness by 26 percentage points (+26% vs. +16% without radio) and new customer acquisition by 44% (vs. 24% without radio), as well as increase website visits by 52% (data: Commercial Radio & Audio Australia, Radiocentre UK). 58% listeners visit the brand’s website within 24 hours of hearing an ad.
accurate data on the number of unique listeners and listener-through rate (LTR) in streaming, complemented by companion banner data (clicks, CTR) and conversions from UTM links.
media buying based on the affinity index and performance data compared across all broadcasters, never on the commercial terms of a single group.
Radio Track / Kantar Polska 2025; Mediapeople materials 2026.
FM radio is a linear medium broadcast to a mass, anonymous audience. Its strengths are reach (82% of Poles weekly), habit (87% of listeners use a maximum of 2 stations), and trust (68% of Poles consider radio news to be reliable). Digital audio (Spotify, Tidal, internet radio) allows you to target a specific user by demographics, behavior, and location. In an effective campaign, both channels work together.
No. The recommendation is based exclusively on listenership data (Radio Track, Kantar Media) and cost-efficiency indicators (CPP, CPT). Media People has negotiated commercial terms with all major radio groups in Poland, which, thanks to the scale of purchasing, translates into more favorable prices; these terms never influence which broadcaster is recommended.
In traditional radio, we operate with data from the Radio Track study (GRP, Reach 1+/3+, OTS/Frequency, CPP, SHR), whereas in digital audio, we measure, among other things, the number of unique listeners, LTR (Listen-Through Rate), and conversions from UTM links or a tracking pixel.
Drive time is more expensive, but more effective in terms of reach. Digital audio allows you to start with smaller budgets while maintaining high targeting precision. We prepare quotes individually after analyzing the campaign's goals.
Yes. We provide support at the script stage, voiceover selection, and final sound production. We ensure that the message sounds appropriate both on FM radio and on Spotify or other digital audio channels. Production usually takes 2–5 business days.
We plan and buy media across all major radio groups in Poland (RMF, Eurozet/Agora, ZPR/Time), as well as in independent stations, without favoring any of them.
Your brand deserves to be heard.
Contact us, and we will prepare an independent audio strategy that combines the reach of all radio groups with digital capabilities and the best cost-effectiveness.
