A new Katz Analytics study across eight major U.S. markets—Atlanta, Boston, Chicago, Houston, Miami, New York, Phoenix, and San Francisco—found AM/FM radio lifting key brand metrics for an online healthcare provider promoting pharmacy and care services. Surveying more than 2,000 adults 18+, Katz isolated radio’s impact by comparing respondents’ medical routines, brand familiarity, and listening habits before and after the campaign.
Listeners exposed to the schedule were more likely than non-listeners to recognize, trust, and consider the brand. Among radio-targeted consumers, brand awareness rose 12 percentage points, brand familiarity increased seven points, and the share describing the brand as a valuable healthcare service climbed five points. The pattern suggests AM/FM’s combination of local presence, high reach, and human delivery strengthens credibility for service-oriented categories where trust is decisive.