Holiday Hits Drive Emotional Engagement

Santa Spins the Holiday Hits at iHM's KOST

98% of holiday music listeners say broadcast radio ignites their festive spirit, and 90% report it directly fuels excitement for shopping, according to a new national study from iHeartMedia and Critical Mass Media released ahead of the 2025 holiday season. 

The research underscores radio’s outsized role in driving both emotional engagement and consumer spending during the critical Q4 retail period.

Key findings reveal that 83% of listeners consider hearing Christmas music on the radio as the official signal to begin holiday shopping. This emotional trigger translates into tangible business impact: 75% say they’re more likely to purchase from a brand advertised on their favorite holiday station, while 80% are more inclined to support companies that contribute to the seasonal atmosphere through music programming. 

Another 80% confirm they’re more receptive to radio advertising during the holidays than at any other time of year.

The study, based on a survey of over 1,000 U.S. adults who actively listen to holiday music stations, highlights how audio creates a unique “nostalgia loop.” Listeners report tuning in for warm, comforting, and joyful feelings—emotional states that deepen brand recall and strengthen purchase intent. Nearly 9 in 10 say the music connects them to cherished memories, family traditions, and cultural rituals, making radio a powerful context for brand integration.

“Holiday radio isn’t just background noise—it’s a cultural cue and a commercial catalyst,” said Gayle Troberman, Chief Marketing Officer at iHeartMedia. “When consumers hear ‘Jingle Bells’ or ‘All I Want for Christmas Is You’ on their trusted local station, it doesn’t just put them in a good mood—it puts them in a buying mood.”

With over 500 iHeartMedia stations flipping to all-Christmas formats as early as mid-November—joined by hundreds more independent and network affiliates nationwide—holiday radio reaches tens of millions of listeners. The format dominates in-car listening, where 70% of holiday music consumption occurs, giving advertisers unmatched access to consumers during commute, errand, and travel moments.

For marketers, the implications are clear: contextual alignment with holiday music drives favorability and sales lift. Brands that sponsor playlists, jingle integrations, or festive station events see higher trust and loyalty. The study also found that station-branded holiday content—such as “12 Days of Christmas Giveaways” or local toy drives—further amplifies goodwill and purchase influence.