Audio’s Holiday Advantage: Why Broadcast Radio Is the Engine Behind Holiday Marketing Momentum
As Q4 approaches, brands face a familiar challenge: How do you break through the noise in a season defined by urgency, competition, and clutter?
The answer isn’t just more media—it’s smarter media. And increasingly, that means audio, with broadcast radio at the center of high-performing holiday strategies.
In our recent virtual event, we explored how audio is helping brands connect with consumers earlier, more meaningfully, and more effectively than ever before.
Strategic Insights for Marketers this Holiday Season:
1. Shoppers Are Already Listening—and Already Spending
- Holiday shopping starts earlier every year, and 2025 is no exception. Audio reaches consumers during these early decision-making moments—when they’re commuting, running errands, or relaxing.
- 62% of holiday shoppers say they’ve already started or will start shopping before November.
- Nearly 9 in 10 shoppers anticipate spending more or the same this season, with many aiming to make big purchases before tariffs raise prices.
- Audio connects with listeners during high-intent moments.
- Categories like electronics, apparel, and food are seeing strong early spend.
62%
of holiday shoppers say they’ve already started or will start shopping before November.
2. Deals Drive Behavior—and Audio Drives Deal Discovery
- Consumers are actively hunting for value, and audio is a trusted source for promotions—especially when delivered through familiar voices.
- 93% of shoppers say they’ll go out of their way to take advantage of a great holiday deal.
- 90% say they tell friends and family about great deals they hear in radio or podcast ads.
- Saving money and fulfilling wish lists are top priorities.
- Audio ads are remembered, believed, and shared.
93%
of shoppers say they’ll go out of their way to take advantage of a great holiday deal.
3. Broadcast Radio Builds Trust and Amplifies Other Channels
Radio isn’t just a standalone performer—it’s a catalyst that boosts performance across the media mix.
- Delivers unmatched reach, both nationally and locally.
- Campaigns with radio see stronger engagement across digital and social.
- 88% of shoppers say they start noticing a store or brand more after hearing a radio or podcast ad.
- Audio supercharges campaigns: +83% stronger social performance, +109% higher digital engagement, and +47% more branded search.
88%
of shoppers say they start noticing a store or brand more after hearing a radio or podcast ad.
4. Smart Planning Wins: Targeting, Timing, and Consistency
The most successful campaigns follow a disciplined rhythm—starting with precise targeting and building toward peak shopping windows.
- Start with core audiences and expand based on behavior and geography.
- Use consistent creative exposure to build anticipation.
- Broadcast radio’s flexibility supports timely, market-specific messaging.
- Psychographic networks and contextual targeting help reach holiday shoppers with precision.
5. Real Results: Audio That Elevates Every Channel
During the virtual event, we spotlighted a national tech brand that saw record-breaking holiday sales with audio playing a central role. Strategic targeting, compelling creative, and well-timed delivery helped boost performance across their media mix.
And it’s not just that one brand—we consistently see that adding audio to campaigns lifts results across the board:
- +83% stronger social performance
- +109% higher digital & social engagement
- +47% more branded search activity
Audio works as a force multiplier, making every other channel work harder and smarter.
What Should Marketers Do Now?
To maximize holiday impact, marketers should revisit their media mix and lean into audio’s unique strengths.
- Revisit your media mix: Are you showing up where attention is highest?
- Refine your creative: In audio, tone and delivery matter as much as the message.
- Lean into radio’s scale: It’s not just about reach—it’s about resonance and results.
Final Thought: Make Your Brand Heard
This holiday season, don’t just compete—connect. Broadcast radio isn’t background noise—it’s the engine that powers performance across the entire campaign.