Katz Study Highlights Radio's Emotional Connection

RADIO ONLINE | Thursday, June 18, 2026 | 2:47pm CT

Katz Radio Group

A new Katz Radio Group study finds that AM/FM radio continues to play a deeply ingrained role in consumers' daily lives, driven by habitual listening, emotional connections, and trusted air personalities. According to Katz's latest Sound Answers report, more than 86% of radio listeners tune in frequently, underscoring radio's position as a regular companion despite an increasingly crowded media landscape.

The study found that radio listening is closely tied to daily routines. Weekday mornings remain the most popular listening period, with 64% of listeners tuning in between 6am and 10am. Afternoon drive attracts 52% of listeners, while 41% listen during midday hours.

The automobile continues to be radio's dominant listening location, accounting for half of all listening. Katz noted that this gives advertisers an opportunity to reach consumers during commutes and other key moments away from screens.

The research also revealed strong emotional bonds between listeners and their favorite stations. More than 91% of respondents said their preferred station improves their mood, while 84% said it is connected to their local community. Nearly 93% said they would miss their favorite station if it disappeared.

Long-term loyalty remains a hallmark of radio listening. One in four respondents reported listening to their favorite station for more than 20 years.

The study highlighted the importance of air personalities in building those relationships. Nearly two-thirds of listeners said DJs and hosts are very or extremely important to their enjoyment of a station, while 57% could name a favorite personality.

That connection extends to advertising effectiveness. Sixty-one percent of listeners said they are more likely to consider a brand endorsed by a radio personality, while nearly 40% said such endorsements feel more personal and authentic than traditional advertising. Additionally, 59% said they pay attention to commercials aired on their favorite stations, and 57% said they trust brands advertised there.

Katz concluded that radio continues to deliver a combination of reach, trusted voices, emotional engagement, and advertising influence that remains difficult for other media channels to replicate.

Read the entire Sound Answers report here.