Katz Study: Radio Boosts World Cup Hosting Interest

RADIO ONLINE | Thursday, May 28, 2026 | 2:29pm CT

Katz Radio Group

A new case study from Katz Radio Group suggests radio advertising can play a significant role in motivating homeowners to explore short-term hosting opportunities tied to the upcoming FIFA World Cup 2026.

The study, featured in Katz Radio's Sound Answers blog, examined how audio advertising influenced consumer attitudes and intent for a global travel marketplace seeking to attract potential hosts ahead of the tournament, which will be staged across North America.

According to the research, radio advertising helped move consumers beyond awareness and into active consideration and intent. The campaign increased hosting interest, reinforced perceptions that hosting could provide supplemental income, and encouraged audiences to take additional steps to learn more.

The survey found that consumer awareness levels were already high before the campaign began. More than 88% of respondents said they were familiar with the advertiser, while 81% were aware that the 2026 FIFA World Cup would be hosted in North America.

Respondents also recognized the expected impact on lodging demand during the event. Eighty-seven percent said they believe demand for short-term lodging will increase during the tournament, while nearly 79% agreed hosting during a major event could provide a good source of extra income.

Following exposure to the radio campaign, 54% of respondents said they would likely consider hosting during the World Cup. Additional findings showed 58% would likely seek more information about hosting opportunities, 44% said they would visit the advertiser's hosting page, and 26% expressed interest in estimating potential earnings.

Katz said the results demonstrate radio's ability to move audiences "down the funnel," helping convert awareness into action-oriented consumer behavior.

The custom online survey was conducted in early May 2026 among 500 homeowners age 25 and older in a single market.

Read the the entire case study post here.