The holiday season is crucial for brands aiming to stand out in a crowded market. With consumers ready to shop and spend, audio ads are a powerful tool to capture attention and drive conversions. Audacy’s latest data reveals that multi-channel audio ads boost reach and deliver impressive returns on investment during this high-stakes season.
Start Early for Maximum Impact
With only 27 days between Thanksgiving and Christmas, timing is everything. Audacy advises brands to start holiday campaigns early, especially to attract early-bird shoppers. The period leading up to Black Friday and Cyber Monday is critical to maintaining visibility and building momentum.
Holiday Playlists Drive Listener Engagement
For radio stations that switch to holiday-themed playlists, audience engagement surges. Audacy reports a 61% boost in average listening during the holiday season, providing an ideal environment for brands to deliver seasonal ads. Listeners enjoy the nostalgia of seasonal tunes, making it an ideal time to increase your brand’s visibility and connect with audiences during moments of pure holiday joy.Consumers are more receptive to holiday audio ads that incorporate festive sounds, such as bells or cheerful melodies. This style of ad has shown a 26% increase in both purchase intent and recall, creating a lasting impression on listeners.
Multi-Channel Approach = 55% Higher Conversions
Combining traditional AM/FM radio with digital platforms like streaming and podcasts is the winning strategy this season. Multi-channel audio campaigns yield a 55% stronger sales conversion rate than single-channel campaigns. Podcasts, in particular, engage audiences on a deeper level, with 75% of listeners open to hearing holiday shopping ads during episodes. With 58% of shoppers planning additional gift research this season, podcasts present an unmatched opportunity to connect with consumers and build brand loyalty.
Repetition Builds Brand Loyalty
Audio advertising benefits from repeated exposures, keeping listeners engaged even after 15+ listens to an ad. The familiarity and comfort of repeated audio ads play a significant role in building consumer trust and purchase intent. Listeners are more likely to remember and act on ads they hear repeatedly, reinforcing the effectiveness of audio as a holiday marketing channel.
Radio’s Reach and Return: An $18 ROI for Every Dollar Spent
Radio’s extensive reach among adults (82% weekly) makes it a powerful channel for connecting with holiday shoppers. Katz Radio Group reports that regular radio listeners plan to spend an average of $626 during the season, significantly higher than non-listeners. Holiday music fans especially gravitate toward radio, with 84% preferring it over other media. This translates to a strong return on investment, with radio delivering $18 for every $1 spent on advertising.
Another Katz survey shows that 85% of regular radio listeners celebrate the winter holidays, planning to spend an average of $626 on holiday shopping. This is $72 more than the average adult and $241 more than light or non-listeners, highlighting radio’s reach among high-spending holiday shoppers. Nielsen’s 2023 data also confirms radio’s strong hold during peak shopping times, with audience levels reaching 106% of the daily average on the day before Thanksgiving for adults aged 18-34.
Radio continues to deliver impressive returns across holiday-focused categories, with an average return on ad spend of $18 for every $1 invested. Grocery stores, department stores, and mass merchandisers stand to benefit significantly from radio’s ability to reach and influence holiday shoppers.
Certain sectors see especially high returns from radio ads. Grocery stores and department stores are prime examples, while case studies reveal notable successes in other industries. For instance, a holiday radio campaign for a liquor brand saw a 20.2% boost in web traffic, while a jewelry campaign reported a 25% increase in brand awareness and a 38% rise in brand consideration.
The power of audio in the holiday season lies in its ability to create a personal, memorable experience for listeners across channels. By planning early, using a multi-channel approach, and leveraging the natural reach of radio and streaming, brands can achieve a meaningful impact and convert more holiday shoppers. This holiday season, audio ads are the tune to success.
