A Katz Analytics survey of 1,000 consumers finds many respondents planning to pull back on discretionary purchases, giving radio sellers a timely reason to discuss value-focused advertising with local businesses.
In the October research, 56% said they were delaying major purchases. Over the next six months, 49% anticipated cutting dining-out spending, 48% retail spending and 44% travel spending.
Some categories appeared more resilient: 58% said they would not cut healthcare spending, 47% auto insurance and 43% vehicle upkeep.
These are reported attitudes and intentions, not verified purchase records. Katz Radio Group sells radio advertising, and its interpretation should be understood in that commercial context. The public summary provides limited detail about recruitment and weighting.
Keep the reach example in context
Katz also cites a Nielsen Media Impact planning simulation in which shifting 10% of a restaurant campaign’s budget to AM/FM increased estimated reach by 20%. That is an illustrative model, not a field experiment or a guaranteed result for every advertiser.
For local sales teams, the stronger conversation is specific: What useful promise can a business make to a cautious customer? Price, convenience, service and dependability may each support a different message.
An advertiser should connect that message to a measurable response, such as qualified calls, appointments or attributable redemptions, while allowing for the campaign’s broader awareness role.
The RNN question: Can advertisers make a useful promise—and measure whether customers respond?
Source: Katz Radio Group consumer research, October 2026.
Prepared with AI assistance and source verification.