Katz Study Unwraps Updated Holiday Music Survey

Last year over 500 radio stations flipped to all-Christmas music, and in 2022 we're already more than halfway there. On top of the hundreds of stations embracing the all-Christmas format, there are countless others that retain their original format but add holiday songs into the mix. 'Tis the season, so Katz reached out to 1,000 adults across the U.S. at the end of November to see how festive they're feeling about holiday music this year, and how listeners compare to the average adult. 

🎄HOLIDAY MUSIC APPEALS TO ALL AGES

78% of adults enjoy listening to holiday music, a number that is consistently strong across age breaks. Younger adults 18-34 have the strongest holiday spirit as the biggest music fans, with 38% saying they enjoy holiday music "very much," +11% (4 points) more than P35-49 and P55+.

Among big fans of holiday music, virtually all (98%) like when their local radio stations start playing seasonal tunes. In fact, 4 in 10 can name a station in their area that is already playing holiday songs. 

🎄HOLIDAY MUSIC GIVES LISTENERS THE WARM AND FUZZIES

Contributing to this high likeability is the fact that holiday music strikes emotional and sentimental notes with listeners. Listening to holiday music is a tradition for 72% of respondents, and 74% say it makes them feel nostalgic. 72% of adults feel that holiday music helps improve their mood, and plays a part in increasing their enjoyment of the season. 

🎄HOLIDAY MUSIC IS A SOUNDTRACK THROUGHOUT THE DAY

Consumers enjoy holiday music while taking part in a variety of activities, even non-holiday related ones. Listeners are in the holiday spirit in the car, at home, at work, and running errands. Advertisers have ample opportunity to reach consumers in different mindsets, primed for relevant messaging. 

🎄HOLIDAY MUSIC LISTENERS ARE BIG HOLIDAY SHOPPERS

Stations playing holiday music are ideal environments for brands to connect with prime consumer targets. Katz's study finds that radio listeners and holiday music fans are both more likely than the average person to be big holiday shoppers and to have shopped over Thanksgiving Weekend.

Brands that choose to advertise on radio during the holiday season, especially on stations playing all-holiday music, are tapping into festive environments that resonate with consumers and maximize emotional connections. In turn, they are reaching engaged and active consumers who are open to messaging and ready to shop.