In an age where marketers often chase the newest digital trends, it’s easy to overlook one of the most potent and proven channels: radio. But fresh insights from Katz Media Group, based on Nielsen Scarborough data, serve as a powerful reminder – radio advertising drives real consumer behaviour.

Radio’s Measurable Impact on Consumer Action

In the last three months, two-thirds of U.S. adults took action because of an advertisement. Even more impressive? Radio ads drove one in four of those actions.

These actions span a wide range of valuable behaviours for brands, from visiting a website or retail location to making a purchase, sharing on social media, or recommending a product to others.

Why Radio-Influenced Consumers Matter More

Not all ad-influenced consumers are created equal. According to the Katz analysis, those who respond to radio ads consistently outperform others in spending intent and purchasing behaviour across key categories:

  • +68% more likely to engage in sports betting
  • +15% more likely to buy a game console
  • +19% more likely to shop for a luxury vehicle
  • +16% more likely to spend $500+ on men’s business apparel
  • Plan more leisure activities, like visiting indoor water parks (+44 points) or theme parks (+10 points)
  • Higher spending on jewellery, mattresses, and entertainment like movies

Source: Katz Media Group website.

These aren’t just passive impressions — radio turns listeners into active, high-value customers.

The Competitive Edge of Audio Advertising

Radio-influenced consumers consistently outperform not just the average adult, but also other ad-influenced adults. That makes them among today’s brands’ most valuable audience segments.

As Katz Media puts it:

“These radio-influenced consumers are highly engaged across categories, making them advantageous to brands – and more valuable than ad-influenced adults in general.”

Turn Audio into Action with AdTonos

At AdTonos, we help brands tap into this powerful performance channel. With access to nearly 78 million unique U.S. listeners weekly, we make it easy for advertisers to leverage radio and digital audio to drive real results.

Whether you aim to increase brand awareness, drive conversions, or influence high-intent consumers, radio deserves a spot in your media mix.

Source: Katz Media Group website.