Memorial Day Weekend is one of the biggest travel weekends of the year and a big listening opportunity for radio. A new survey bears that out.
Just over two-thirds of respondents (67%) reported using their cars over the Memorial Day holiday, and 7 in 10 listened to AM/FM radio while doing so, either over the air, or via streams or apps, according to a Katz survey of 1,000 people across the U.S. in the week after Memorial Day. Radio came in ahead of all other forms of audio, including pureplay streaming services (29%), SiriusXM (28%), owned music (13%), and podcasts (10%).
“Radio consumers listened to AM/FM content as they traveled to and from a variety of activities, such as BBQs, memorials, parades, and the beach,” Katz says in a summary of the results on its Sound Answers blog. “Listeners also reported taking part in consumer activities, including shopping holiday sales, and going to the movies. For businesses looking to reach active and engaged consumers over holiday weekends, AM/FM Radio delivers.”
Despite rising gas prices, Americans still hit the road over Memorial Day Weekend, providing a captive audience for radio listening. Prior to the weekend, location data company Arrivalist said 37.9 million Americans would travel by automobile between Thursday and Monday (May 26-30). The volume tracked slightly above 2019 and 2021 Memorial Day traffic levels. “The American road trip is thriving,” Cree Lawson, Arrivalist Founder and CEO said in a release. “We are projecting an 8.5 percent increase in year-over-year road trips compared to 2021. As a whole, U.S. road trips have been steadily increasing all year.”