Radio Ad Responders Spend More, Katz Analysis Finds

RADIO ONLINE | Thursday, May 8, 2025 | 4:57pm CT

Katz Radio Group

A new analysis from Katz Radio Group underscores the high value of radio-ad-influenced consumers, revealing they are more likely to spend across multiple categories than both the average U.S. adult and other ad-influenced adults.

Drawing from recent Nielsen Scarborough data, Katz found that one in four consumers who took action after seeing or hearing an ad in the past three months did so because of a radio ad. These actions range from making a purchase or visiting a store to engaging with a brand online or recommending it to others.

What sets this group apart is their robust spending behavior. Katz reports that radio-ad-influenced consumers are:

• 68% more likely than the average adult to engage in sports betting-and 56 points more likely than the average ad-influenced consumer.

• 19% more likely to be in the market for a luxury vehicle, compared to just a 4% increase for ad-influenced consumers overall.

• 15% more likely to purchase a game console, while general ad-influenced consumers under-index in this category by 2%.

Katz says this pattern holds across other high-value spending areas, including vacations, movie attendance, and retail purchases, making radio listeners a prime target for brands seeking strong consumer engagement.

"With its mass reach and ability to drive action, radio continues to influence millions of brand decisions daily," the company stated. "These findings affirm that radio advertising doesn't just reach audiences-it reaches the right ones."