With U.S. back-to-school spending expected to hit $85 billion in 2025, audio has emerged as the most effective medium for shaping early parent purchasing decisions. Research from Audacy, supported by Nielsen Scarborough data from the 2024 shopping season, shows traditional radio and podcasts outperforming TV, email, and social media when it comes to driving action.
Parents were significantly more likely to respond to podcast ads (index 163) and traditional radio ads (141) compared to ads on social platforms (132), email (118), TV (107), and streaming music services. With more than half of parents starting their back-to-school shopping in July, and some reports suggesting even earlier timelines, audio’s strength in long-term recall and influence gives it a clear edge during this critical period.
In addition to acting earlier, parents are spending more—and they’re doing it with their kids’ input. According to Audacy’s findings, audio listeners are 25% more likely to spend extra on products their children specifically ask for. Categories seeing the biggest investment include tablets, kids’ clothing, and sports apparel—all areas where audio listeners tend to over-index.
The data also points to a strong desire for convenience among audio audiences. Parents who tune in to the radio are more likely to use services like curbside pickup, grocery drive-up, and telehealth appointments. These habits align well with messages delivered through audio, reinforcing the platform’s ability to move listeners to action.
For radio stations and advertisers, the strategy is clear: start campaigns early, match messaging to audience routines, and segment by format and daypart. Parents of preschoolers and teenagers gravitate toward genres like pop, R&B, hip-hop, hot AC, and sports. Podcasts in education, wellness, and business also see strong traction among this group.
As brands compete for a share of this $85 billion market, radio provides a unique blend of trust, timing, and targetability—making it a key channel in any back-to-school marketing strategy.