Holiday Radio Drives Emotional Connection and Consumer Spending.

As the holidays approach, new research from iHeartMedia and Critical Mass Media finds that broadcast radio plays a key role in fueling the festive spirit, and consumer spending. Nearly all listeners say hearing Christmas music on the radio helps them get into the holiday mood, with many linking the tunes directly to excitement about shopping and giving.

According to the study, 98% of holiday music listeners say radio helps them feel the holiday spirit, and 90% say it makes them more excited to shop. For 83%, hearing Christmas music is the signal that it’s time to start holiday shopping.

That emotional lift also translates into business results. Three in four listeners say they’re more likely to buy from a brand they’ve heard advertised on their favorite holiday station, while eight in ten say they’re more inclined to support companies that contribute to the festive atmosphere through music. Another 80% say they’re more likely to be influenced by radio ads during the season.

Researchers found that listeners turn to their favorite holiday music stations for “warm, nostalgic feelings” that foster comfort, joy, and connection, qualities that strengthen brand recall and purchase intent.

With millions tuning in to seasonal stations nationwide, from all-Christmas formats to themed specials, the findings reinforce what iHeart has long observed: holiday radio doesn’t just spread cheer — it drives results. For marketers, pairing brands with the sounds of the season can lift both spirits and sales.