Radio Ads Reach Consumers Ready to Act

RADIO ONLINE | Sunday, October 4, 2026 | 10:27pm CT

Katz Radio

Consumers influenced by radio advertising are more likely to be planning purchases and activities across several high-value categories than consumers influenced by advertising overall, according to a new analysis from Katz Radio Group.

For its latest "Sound Answers" report, Katz analyzed Nielsen Scarborough data examining activities consumers plan to pursue during the next 12 months and compared the indexes of those influenced by radio advertising with consumers influenced by advertising in general.

The largest difference was among consumers planning to visit an indoor water park. Those influenced by radio advertising registered an index of 218, compared with 131 among consumers influenced by advertising overall, an 87-point advantage.

Sports betting also showed a sizable difference. Radio ad-influenced consumers posted an index of 195 for plans to participate in sports betting, compared with 117 for the broader advertising-influenced group, a 78-point difference.

Katz found similar results involving major purchases. Consumers influenced by radio advertising indexed at 134 for plans to purchase a motorcycle, 148 for buying a luxury vehicle and 126 for replacing garage doors. In each case, the radio-influenced audience indexed higher than consumers influenced by advertising overall.

Katz said the findings indicate radio advertising can reach consumers while they are considering upcoming purchases and activities, ranging from entertainment and experiences to vehicles and home improvement projects.

The company said radio's combination of reach and its presence throughout consumers' daily routines gives advertisers an opportunity to connect with audiences before they make purchasing decisions.

Read the full Katz Radio Group Sound Answers post here.