UNWRAP FINDINGS FROM KATZ'S NEW HOLIDAY MUSIC SURVEY
Last year over 500 radio stations flipped to all-Christmas music, and in 2022 we're already more than halfway there. On top of the hundreds of stations embracing the all-Christmas format, there are countless others that retain their original format but add holiday songs into the mix. 'Tis the season, so Katz reached out to 1,000 adults across the U.S. at the end of November to see how festive they're feeling about holiday music this year, and how listeners compare to the average adult.
HOLIDAY MUSIC APPEALS TO ALL AGES
78% of adults enjoy listening to holiday music, a number that is consistently strong across age breaks. Younger adults 18-34 have the strongest holiday spirit as the biggest music fans, with 38% saying they enjoy holiday music "very much," +11% (4 points) more than P35-49 and P55+.
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Among big fans of holiday music, virtually all (98%) like when their local radio stations start playing seasonal tunes. In fact, 4 in 10 can name a station in their area that is already playing holiday songs.
HOLIDAY MUSIC GIVES LISTENERS THE WARM AND FUZZIES
Contributing to this high likeability is the fact that holiday music strikes emotional and sentimental notes with listeners. Listening to holiday music is a tradition for 72% of respondents, and 74% say it makes them feel nostalgic. 72% of adults feel that holiday music helps improve their mood, and plays a part in increasing their enjoyment of the season.
HOLIDAY MUSIC IS A SOUNDTRACK THROUGHOUT THE DAY
Consumers enjoy holiday music while taking part in a variety of activities, even non-holiday related ones. Listeners are in the holiday spirit in the car, at home, at work, and running errands. Advertisers have ample opportunity to reach consumers in different mindsets, primed for relevant messaging.
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HOLIDAY MUSIC LISTENERS ARE BIG HOLIDAY SHOPPERS
Stations playing holiday music are ideal environments for brands to connect with prime consumer targets. Katz's study finds that radio listeners and holiday music fans are both more likely than the average person to be big holiday shoppers and to have shopped over Thanksgiving Weekend.
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Brands that choose to advertise on radio during the holiday season, especially on stations playing all-holiday music, are tapping into festive environments that resonate with consumers and maximize emotional connections. In turn, they are reaching engaged and active consumers who are open to messaging and ready to shop.
AM/FM CONSUMERS EMBRACE OTA & DIGITAL LISTENING OPPORTUNITIES
The majority of listeners consume AM/FM radio content over-the-air, but evolving media and technology landscapes have enabled consumers to find more ways to connect with their favorite local stations. While today's listeners are embracing traditional radio, they are also interested in engaging in all available radio platforms to access AM/FM content – including streaming via station apps, websites, and on smart speakers.
These changes in consumer behavior are reflected in new Share of Ear data released by Edison, which shows that AM/FM streams have grown to comprise 12% of all radio listening as of Q3'22. Streaming's share of total listening has grown +1 point since last year, and a total of 7 points over the past 8 years. The largest year-over-year increase (+3 points) took place between 2019 and 2020, a byproduct of the accelerated behavioral changes consumers underwent during the early stages of the pandemic. Prior to that, the share of streaming held steady at 8% for 3 years.
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MORE THAN 8 OUT OF EVERY 10 MINUTES WITH AM/FM RADIO IS OVER-THE-AIR
As ubiquitous as smart devices are today, and as tethered as consumers are to them, the fact remains that more than 8 out of every 10 minutes spent listening to AM/FM radio is done over-the-air. 2020 may have accelerated changes in behaviors, inspiring consumers to get more savvy about ways to connect with their favorite stations, but the Share of Ear shows that even with all the options for connection, there is still an overwhelming number of use cases and listening occasions where traditional OTA radio is the most accessible, most convenient, and preferred audio source.
The National Retail Federation reports that a record 196.7 million Americans shopped over the Thanksgiving Holiday weekend. This year saw 17M more shoppers than 2021 and blew past the NRF's earlier forecast by more than 30M. Shoppers spent an average $325 on holiday-related purchases (up $24 over last year).
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BRICK-AND-MORTAR SHOPPERS INCREASE +17%, ONLINE +2%
The number of Thanksgiving Weekend shoppers increased both in-store and online this year as consumers are truly omnichannel shoppers. Brick-and-mortar retailers, especially, benefited from a major resurgence in shoppers - seeing over 122.7M shopping in-store this year, a +17% gain over 2022. Online shoppers increased by a modest +2% to hit 130.2M for the weekend. As in previous years, Black Friday was the most popular day for in-store shopping, followed by Small Business Saturday. Saturday was also the only day during the holiday weekend for in-store shoppers to outnumber online, as consumers flocked to shop at and support their local stores and businesses.
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RADIO CAN MAKE THE SEASON BRIGHT FOR RETAILERS THIS HOLIDAY SEASON
AM/FM radio has earned its spot on the "nice list" for retailers wanting to influence where consumer dollars are spent this holiday season. It is the #1 reach medium, engaging consumers across demographics. It offers brands the advantage of time and place opportunities, enabling them to connect with valuable consumers out of home, on the go, and during prime shopping hours.
Numerous studies have proven how well radio works for retailers - impacting consumer behavior and leading to an average lift of over +20% in online and in-store activity (RAB). And radio delivers an average $12 return for every dollar spent on ads, including large returns for top holiday shopping destinations - department stores, supermarkets, mass merchandisers, and retail stores (Nielsen).
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