Radio Remains Daily Habit For Most Americans, Katz Study Finds.

AM/FM radio continues to be a frequent part of consumers’ media habits, with new research from Katz Radio Group finding that listeners maintain strong connections to their favorite stations and on-air personalities despite growing competition from digital entertainment platforms.

The findings come from a custom online survey conducted in June among 1,600 U.S. consumers. According to the study, more than 86% of radio listeners tune in regularly, underscoring radio’s continued presence in daily routines.

Weekday mornings remain radio’s most popular listening period, with 64% of listeners reporting they tune in between 6am and 10am. Afternoon drive attracts 52% of listeners, while 41% listen during midday hours.

“Perhaps unsurprisingly, the car remains radio’s primary listening environment,” Katz says. “Half of all listening takes place in the car, making AM/FM radio one of the few media channels capable of consistently reaching consumers while they are away from screens and often in decision-making mode.”

The study found that listeners also maintain strong emotional ties to their preferred stations. More than 91% said their favorite station improves their mood, while 84% said the station is connected to their local community. Nearly 93% said they would miss their favorite station if it were no longer available.

“These aren’t the responses of passive media consumers,” Katz says. “They reflect relationships that have been built over years, and often decades. In fact, one-quarter of listeners report listening to their favorite station for more than 20 years, demonstrating the enduring role radio plays in daily life.”

The survey also highlighted the role of radio personalities in listener engagement. Nearly two-thirds of respondents, or 63%, said DJs, hosts and on-air personalities are either very important or extremely important to their enjoyment of a station. More than half, 57%, said they can name a favorite personality from their preferred station.

Katz said those personalities help strengthen the relationship between listeners and stations while serving as familiar voices within their communities.

The research also found that personality endorsements may influence consumer perceptions of advertisers. According to the survey, 61% of listeners said they are more likely to consider a brand when it is endorsed by a DJ or on-air personality. Nearly 40% said such endorsements feel more personal and authentic than traditional advertising, while 37% said they attract more attention than standard commercials.

In addition, 59% of listeners said they pay attention to advertisements on their favorite stations, 57% said they trust brands advertised there, and 61% said they are more likely to consider brands they hear promoted on those stations.

Katz said the findings demonstrate the continued value of personality-driven endorsements and live-read advertising campaigns.

“For advertisers,” Katz says, “these findings reinforce what radio has always delivered: consistent reach, trusted voices, emotional engagement, and influence that extends beyond awareness into genuine consideration and action.”