Katz Radio: Women Remain Audio's Most Loyal Audience

RADIO ONLINE | Thursday, February 5, 2026 | 2:00pm CT

Katz Radio Group

As Women's History Month approaches in March, new insights from Katz Radio Insight highlight the enduring and influential role audio -- particularly radio -- continues to play in women's daily lives.

For decades, radio has served as a trusted companion for women, offering music, news, and connection while fitting seamlessly into busy routines. Data cited by Katz, including research from Edison Research, shows women consistently engage with audio throughout the day -- during commutes, at work, while running errands, and at home -- underscoring audio's ability to reach listeners without demanding visual attention.

Radio remains a standout medium for reaching women at scale across age groups, delivering broad and frequent exposure. Trust is a major driver of that engagement. In a Katz Radio Group study of women 18 and older, 83% described radio as trustworthy or very trustworthy, ranking it higher than newspapers, television, podcasts, magazines, and social media.

That credibility fuels long-term listening habits. Rather than tuning in sporadically, women tend to build consistent relationships with stations, formats, and personalities over time -- an advantage that strengthens awareness, recall, and brand perception.

Audio's screen-free nature also aligns with the multitasking reality of women's lives. Whether driving, managing households, or caring for others, radio provides information and entertainment while allowing listeners to stay focused on the task at hand.

For marketers, Katz notes that this relationship presents a significant opportunity. Radio's high reach and frequency, trusted environment, and strong local connections allow brands to deliver messages that feel relevant and authentic, often blending naturally into daily routines rather than interrupting them.

As the industry marks Women's History Month, Katz emphasizes that women's listening habits continue to reinforce radio's core strengths: trust, accessibility, and human connection -- qualities that remain essential as audio evolves.

Read the entire article here.