Katz: Radio Turns Awareness Into Action In World Cup Hosting Market Research.

As the FIFA World Cup approaches North America, a travel marketplace commissioned new research to understand how audio advertising may influence homeowners’ willingness to participate in short-term hosting during the tournament, partnering with Katz Radio Group on a custom study focused on homeowners in a key market.

The case study’s findings, Katz says, demonstrated that radio advertising not only built awareness but also helped move consumers toward consideration and action. According to the study, exposure to the campaign increased hosting intent, reinforced perceptions of income opportunity, and motivated audiences to explore next steps.

With millions of visitors expected across host cities during the FIFA World Cup 2026, demand for short-term lodging is projected to rise sharply. The advertiser viewed this as an opportunity to engage local homeowners and encourage participation in the hosting economy. The study examined awareness of the upcoming event, perceptions of short-term hosting, motivators and barriers to becoming a host, and the impact of radio advertising on behavioral intent.

The advertiser entered the campaign with a strong baseline of consumer familiarity. More than 88% of respondents said they were at least somewhat familiar with the brand, allowing messaging to focus on activation rather than awareness building.

Awareness of the 2026 World Cup was also high, with 81% of respondents already aware that the tournament will be hosted across North America. At the same time, 87% believed there would be increased demand for short-term lodging during the event, and nearly 79% agreed that being a host during a major sporting event is a good way to earn extra income.

Following exposure to the radio campaign, interest in hosting increased notably. More than half of respondents (54%) said that they were likely to consider hosting during the World Cup after hearing the advertisement.

The impact extended beyond general interest, with 58% saying they would likely take steps to learn more about hosting, 44% indicating they would visit the advertiser’s hosting page, and 26% expressing interest in estimating potential earnings.

Researchers concluded that radio played a key role in moving audiences down the marketing funnel, shifting them from awareness to active exploration and intent.