Survey: Radio Provides Soundtrack For Holiday Season

Radio remains the top source of holiday music, especially in the car, according to a new Katz Radio Group survey that finds more than half of consumers listen to seasonal songs while driving.

Sixty-nine percent of consumers say they listen to holiday music on the radio, and 52% do so behind the wheel, making the vehicle one of the most important places where holiday listening and AM/FM radio meet. The custom December survey found AM/FM outpacing other platforms for the season’s soundtrack.

That in-car habit sits inside a broader emotional attachment to holiday music. Eighty-seven percent of consumers say they enjoy listening to it, 85% say it improves their mood, 86% say it increases their enjoyment of the season, and 87% say it makes them feel nostalgic. Seventy-six percent call it a personal or family tradition. Advertisers stand to benefit from that connection. Eighty-four percent of consumers say it is a good idea for brands to advertise during the holiday season. Katz attributes that openness to messages that fit the season’s mood and traditions rather than adding to seasonal noise — an opening radio’s captive in-car and at-home audiences are well positioned to fill.

Consumers themselves remain highly engaged with the holidays. Ninety-two percent say they enjoy the season, 85% take part in holiday-themed activities and gatherings, 87% decorate their homes, and 80% do either a lot or a moderate amount of holiday shopping. The biggest purchasing surge still runs from Thanksgiving weekend through early December.

Spending plans are substantial. The most common expected outlay is $400 to $599, cited by 18% of respondents. Another 12% plan to spend $1,000 to $1,499, and 10% expect to spend $1,500 or more.