AM/FM radio reaches 87% of U.S. adults weekly, more than any other media platform, including smartphones and connected TV. MPP buys AM/FM and satellite radio, evaluating stations, dayparts, and on-air talent against the audience a plan calls for. Streaming audio is planned separately, since the two reach different listening habits and, often, different people.
Radio advertising is paid media aired on AM/FM and satellite radio stations, typically sold in :15, :30, and :60 second spots. Ads run as either produced spots or live reads voiced by on-air personalities, and pricing shifts throughout the day based on when listenership peaks, commuting hours in particular. Radio is distinct from streaming audio, which delivers ads through platforms like Spotify rather than over broadcast signal, and reaches audiences with different listening habits.
MPP plans radio inside Orbit, MPP's proprietary marketing operating system, so a station and daypart decision connects to the rest of the program instead of being made on its own.
Every channel MPP manages runs inside Orbit, specifically on the Hi-5, five questions asked at the start of a program and throughout it. Here's how the Hi-5 looks in radio.
Explore Orbit →
Core vs. Explore is how MPP balances stability with improvement.
Core is the stations, dayparts, and formats that have proven they reach the right audience at the right frequency. Core stays funded because it's already earning its place.
Explore carries its own budget for what hasn't been tried yet: a new station, an untested daypart, a host read instead of a produced spot. When something in Explore performs, it earns a spot in Core. When it doesn't, it stops, and the budget moves to what already works.
Radio doesn't leave a digital trail behind it. No click, no impression, nothing to mark the moment someone actually hears a spot. What HelloMPP shows for radio is the in-market report, confirmation of what's airing, on which stations, and when, sitting next to every other channel in the plan.
Radio's value often comes from the people, not just the schedule. MPP's local relationships extend to the on-air personalities themselves, not just a station's sales team, opening up host reads and community tie-ins that a plan built off a rate card alone would never surface. Because MPP is media-neutral, those relationships are about audience fit, not which station offers the agency the best incentive to run their inventory.
