---
title: Katz Radio Group Sound Answers 124 - World Cup 2026
description: Katz Radio Group is updating the marketplace regularly with new insights on America's perceptions and behaviors toward audio, communities, and brands.
image: https://insights.katzradiogroup.com/hubfs/world-cup-image.png
---
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# Why AM/FM Radio Scores During the World Cup
April 30, 2026
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# Why AM/FM Radio Scores During the World Cup
by Katz Radio Group • April 30, 2026
### The FIFA World Cup: A Once-in-a-Generation Radio Opportunity
The FIFA World Cup is more than a sporting event. It is a global cultural moment that commands attention, fuels conversation, and shapes consumer behavior across markets. For advertisers, that creates a rare window where scale, emotion, and engagement come together in one place. With the tournament returning to the United States for the first time in over 30 years, spanning 11 host cities and running from June 11 to July 19, 2026, the opportunity is even more significant - bringing the energy of the world’s biggest stage directly to domestic audiences.
As fans follow matches throughout the day and across time zones, radio remains a constant companion. Whether they are commuting, working, running errands, or multitasking at home, AM/FM radio keeps audiences connected to the action and to the conversation surrounding it. During a heightened moment like the 2026 World Cup, that consistency becomes even more valuable, making radio an especially powerful channel for brands that want to stay present during one of the most high-attention periods in the media calendar.
**WHY RADIO MATTERS DURING THE WORLD CUP**
Always-on reach. Radio reaches consumers in the moments when screens are not always available, making it ideal for following fans throughout their daily routines. Radio reaches 93% of U.S. adults each month, representing nearly 242 million people, while also maintaining strong reach among younger audiences, including 89% of adults ages 18-34 (Nielsen's Audio Today 2026).
Emotional connection. The excitement of the tournament creates an environment where live reads, local voices, and contextual messaging can feel especially relevant and authentic. [6 in 10 say a main reason they tune in to radio is the feeling of connection with it that they don't get with other types of audio](https://insights.katzradiogroup.com/sound-answers-110-radios-unique-benefits-are-local-and-personal).
Action-oriented impact. Radio does more than build awareness. It can help drive search behavior, site traffic, store visits, and other measurable outcomes tied to advertiser goals. We've seen +40% higher traffic on days radio aired vs. off-air days in a [Katz-led web lift study](https://insights.katzradiogroup.com/case-studies-medical-supplies-company-web-lift).
**WINNING THE MOMENTS THAT MATTER WITH RADIO**
For brands looking to capitalize on World Cup momentum, the opportunity is not simply to show up. It is to show up in the moments that matter most. Radio delivers those moments with immediacy, credibility, and scale**.**
According to Edison Research (Share of Ear, Q3 2024), 61% of U.S. sports audio listening happens on AM/FM radio, well ahead of podcasts at 27%. Sports listening also peaks in the car and during drive times, reinforcing AM/FM’s position as the leading platform for reaching fans in real time.
*Click gray circle to enlarge.*
And it’s not just about reach, it’s about engagement. A 2025 study from Quantilope found that, compared to NCAA March Madness TV viewers, AM/FM radio listeners are significantly more engaged and passionate. That heightened connection translates directly into stronger advertising impact and effectiveness.
**EXTENDING GLOBAL ATTENTION INTO REAL-WORLD ACTION**
The FIFA World Cup doesn’t just capture attention, it drives behavior. As audiences engage with the tournament, they are simultaneously making everyday decisions about where to go, what to buy, and how to spend their time. This is where radio plays a critical role in bridging awareness and action.
Nielsen data shows that ad-supported radio consistently delivers broad weekly reach across U.S. adults, while also maintaining strong engagement throughout the day. Unlike channels that rely on visual attention, radio meets consumers in motion, during commutes, errands, and daily routines, when they are often closest to making real-world decisions.
**A CHANNEL BUILT FOR THE TRAVEL AND EXPERIENCE ECONOMY**
For categories like tourism, retail, dining, and local attractions, the World Cup creates a surge in both planned and spontaneous activity. Visitors and residents alike are:
- Exploring new areas
- Seeking out places to watch matches
- Making last-minute decisions on dining, shopping, and entertainment
Radio’s ability to deliver timely, location-relevant messaging makes it uniquely effective in influencing these moments. Whether it’s promoting a nearby attraction, highlighting a special event, or driving traffic to a local business, radio captures consumers when intent is high and decisions are immediate.
PROVEN PERFORMANCE IN DRIVING OUTCOMES
Across industries, studies consistently show that AM/FM radio contributes to:
- Increased search and website visitation
- Lift in foot traffic and in-market activity
- Stronger recall and brand consideration
These outcomes are especially valuable during high-impact events like the World Cup, where competition for attention is elevated and the ability to convert interest into action is critical.
**THE BOTTOM LINE**
The World Cup delivers scale. Radio delivers connection. Together, they create a powerful opportunity for brands to not only be part of the moment, but to influence what happens next.
AM/FM radio stands out as a channel that is **always on, always accessible, and consistently effective,** turning global attention into measurable results at the local level.
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## More Sound Answers
## [A Clear Vision for Growth: How Radio Brought Eye Care into Focus](https://insights.katzradiogroup.com/case-studies/a-clearer-vision-for-growth-how-radio-brought-eye-care-into-focus)
April 2026
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