Tight wallets are handing radio a chance to prove its value. With consumers weighing every purchase, a new study shows where attention lands in radio advertising and how moving part of a budget to AM/FM can reach more people for the same money.
Katz Analytics surveyed 1,000 consumers in October for the Katz Radio Group Sound Answers series, and 56% said they are delaying major purchases because of economic uncertainty.
Looking ahead six months, 49% plan to cut back on dining out, 48% on retail shopping, and 44% on travel and vacations. Dining out and seasonal shopping remain activities many still expect to enjoy, according to the report. Essentials hold up better, as 58% say they would not cut back on healthcare, 47% protect auto insurance, and 43% prioritize vehicle upkeep.
Katz cites a Nielsen Media Impact cross-media simulation of an advertiser, such as a major quick-service restaurant, running TV, CTV, and digital campaigns. Moving 10% of an existing media budget to radio increased consumer reach by 20% without raising total spend. Per Nielsen’s first-half 2026 data, AM/FM reaches more than 8 in 10 consumers every week and 92% of US adults each month. Radio advertising averaged an influence score of 36.3 out of 100 on brand trust and consideration in the Katz study.
Asked which categories capture their attention in radio advertising, respondents named national retailers and local shops (39%), quick-service restaurants and dining deals (38%), and travel destinations and airlines (25%).
For marketers, Katz says the findings create two openings. Brands in essential categories can reinforce dependability, transparency, and long-term value, while discretionary brands must make their offerings feel worth the expense through pricing, convenience, flexibility, or experience.
