Xperi data puts “Thriller” atop U.S. in-car Halloween listening
Katz Radio Group has compiled research on radio listening and shopping behavior ahead of the United States 2026 holiday season. Nielsen data for the second quarter of 2026 show that 87% of U.S. adults ages 18 and older listen to AM/FM radio each week. The figure rises to 89% among Hispanic adults and stands at 86% among Black adults.
A separate comparison in Katz’s summary puts weekly AM/FM reach at 89%, ahead of ad-supported free audio streaming at 40%, podcasts at 27% and satellite radio at 21%. During the 2025 holiday season in the U.S., radio retained an average of nine out of 10 listeners compared with its usual audience. On Nov. 26, the day before Thanksgiving, its audience index among adults 35 and older reached 104 — 4% above an average day.
A December 2025 survey found that 87% of consumers enjoy Christmas music, while 85% said it improves their mood and the same proportion liked hearing it on local radio. The survey found that 69% listen to Christmas music on AM/FM stations and 52% do so while traveling by car. Edison Research data show AM/FM accounted for 82% of ad-supported audio listening in cars from the third quarter of 2025 through the second quarter of 2026, compared with 8% for podcasts.
The studies Katz presents associate radio advertising with a 22% increase in store visits and a 29% increase in online searches. Consumers who recalled at least three radio ads reported higher levels of action than those who recalled none, including 21% more store visits, 75% more visits to retailers’ websites and 100% more in-store purchases.
Nielsen return-on-ad-spend studies cited by Katz estimate an average return of $17 for every $1 invested in radio advertising. The reported return varies by category, from $23 in grocery to $12 in home improvement. The summary also reports that 88% of respondents value radio’s local character and 73% feel connected to their station.
You can view more information about the Katz presentation and request a copy here.
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