FINDINGS FROM KATZ'S 2023 HOLIDAY MUSIC STUDY
Every year hundreds of radio stations flip to an all-Christmas music format, and countless others pepper holiday songs into their playlists, looking to spread holiday cheer and tap into the festive mindsets of their listeners. The sounds of the season are certainly hitting the airwaves, so it's the most wonderful time to do a deep dive into consumers' holiday music sentiments.
HOLIDAY MUSIC DRAWS FANS OF ALL AGES
Katz reached out to 1,000 adults across the U.S. and found that 84% of adults enjoy listening to holiday music, a number that is consistently strong across all age breaks. When it comes to being big fans of holiday music, 43% of younger adults 18-34 say they enjoy holiday music "very much," outnumbered only by adults 55+ at 48%.
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HOLIDAY MUSIC STOKES LISTENERS' EMOTIONS
Contributing to this high likeability is the fact that holiday music strikes emotional and sentimental chords with listeners of all ages. Listening to holiday music is a tradition for 73% of respondents, highest among adults 35-54 (76%). Holiday music inspires nostalgia among 8 in 10 adults in all age groups. It also helps improve their mood and increases their enjoyment of the season.
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RADIO IS THE TOP SOURCE FOR HOLIDAY MUSIC LOVERS
Drawing inspiration from Nat King Cole, "Although it's been said many times, many ways..." the strength of AM/FM radio listening cannot be celebrated enough. Big holiday music fans find content on a variety of audio platforms during the season, from TV music channels to in-store sound systems - and AM/FM continues to command the most listeners. Radio is the best bet for brands looking to connect with consumers on a festive, high reach, high engagement audio platform during the holiday season.
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Among big fans of holiday music, virtually all (97%) like when their local radio stations start playing seasonal tunes. In fact, close to one-third can name a station in their area that is playing holiday songs.
A HOLIDAY MUSIC SOUNDTRACK THROUGHOUT THE DAY
Perhaps a reason why radio is the top source of holiday music is that it is an anywhere and everywhere medium. Consumers want to enjoy holiday music while taking part in a variety of activities, even non-holiday related ones. Listeners are in the spirit in the car, at home, at work, when they're socializing, and while shopping online and in-store. Advertisers have ample opportunity to reach consumers in different mindsets, primed for relevant messaging.
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Brands that advertise on radio during the holiday season, especially on stations playing holiday music, are tapping into high-reach, festive environments that resonate with consumers and maximize emotional connections. In turn, they are reaching engaged and active consumers of all ages who are open to messaging and ready to act.