What Makes a Favorite Radio Station? New Katz Study Has Answers
AM/FM radio continues to occupy a unique place in consumers' daily lives. While today's media landscape offers seemingly endless entertainment options, new Katz research* reveals that radio remains a habitual, emotionally connected medium that audiences turn to consistently throughout the week.
More than 86% of listeners engage with radio on a frequent basis, reinforcing radio's role as a trusted and recurring companion in consumers' lives.
RADIO LISTENING IS BUILT INTO DAILY ROUTINES
Radio's strength lies not only in its reach but also in its ability to accompany listeners throughout their day. The most popular listening occasion occurs during weekday mornings, with nearly two-thirds (64%) of listeners tuning in between 6 a.m. and 10 a.m. Afternoon drive remains another important listening window, attracting 52% of listeners, while midday listening reaches 41%.
Perhaps unsurprisingly, the car remains radio's primary listening environment. Half of all listening takes place in the car, making AM/FM radio one of the few media channels capable of consistently reaching consumers while they are away from screens and often in decision-making mode.
For advertisers, these findings reinforce radio's ability to deliver messages during highly attentive moments throughout the day, particularly during commutes and daily transitions.
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LISTENERS ARE NOT LOYAL TO JUST ONE STATION
Beyond reach and frequency, radio's greatest strength may be the emotional connection listeners have with their favorite stations. More than 91% of listeners say their favorite station improves their mood, while 84% believe their station is connected to their local community. Perhaps most telling, nearly 93% agree they would miss their favorite station if it were no longer available.
These aren't the responses of passive media consumers. They reflect relationships that have been built over years, and often decades. In fact, one-quarter of listeners report listening to their favorite station for more than 20 years, demonstrating the enduring role radio plays in daily life.
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PERSONALITIES DRIVE LOYALTY
One of the strongest findings from the study centers on the importance of DJs, on-air personalities and hosts. Nearly two-thirds of listeners (63%) say personalities are either very important or extremely important to their enjoyment of a station. More than half (57%) can name a favorite on-air personality from their preferred station.
These personalities do more than introduce songs or share local information. They help create the emotional connection listeners feel toward their stations and serve as trusted voices in their communities.
The influence of personalities extends beyond content and into advertising effectiveness as well.
TRUSTED VOICES INFLUENCE CONSUMER BEHAVIOR
When a trusted radio personality recommends a product or service, listeners take notice.
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Six in ten listeners (61%) say they are more likely to consider a brand when it is endorsed by a DJ or on-air personality.
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Nearly 40% say these endorsements feel more personal and authentic than traditional advertising, while 37% say they attract more attention than a standard commercial.
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Nearly 59% say they pay attention to advertisements on their favorite stations.
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57% trust brands advertised there.
- 61% say they are more likely to consider brands they hear advertised on the station.
The trust listeners place in radio personalities also translates into broader advertiser benefits.
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These findings help explain why personality-driven endorsements and live reads continue to be among radio's most effective advertising tools.
And for millions of listeners, that still means radio. Listeners tune in frequently, often during highly valuable moments such as morning commutes and in-car travel. They maintain deep emotional connections with their favorite stations, engage across multiple stations and platforms, and develop meaningful relationships with on-air personalities.
For advertisers, these findings reinforce what radio has always delivered: consistent reach, trusted voices, emotional engagement, and influence that extends beyond awareness into genuine consideration and action.
*A Katz Radio Group custom online survey was conducted among 1,600 U.S. consumers in June 2026.
