Mood is both a feeling – and a diver of behavior. Mood shapes decisions, and audio advertising (especially local radio advertising) is uniquely positioned to create those positive moments right when choices happen.

Mood Drives Behavior:

• 76% of consumers appreciate brands that help them escape stress, even momentarily
• 69% say emotions influence their spending
• Almost half have made purchases to improve their mood

These insights show us positive emotional states do more than make us feel good – they also convert. Consumers in a good mood are more likely to make impulse purchases and spend more overall. That means every channel, every message, and every experience is an opportunity to shape emotional context.

Why Radio Advertising Wins:

Audio advertising is uniquely positioned to deliver that emotional lift, and broadcast radio leads the way.

• 78% of listeners trust their favorite radio host’s product recommendations
• 80% trust their favorite station’s host “to speak for me and my community”
• 85% agree radio is the last thing they hear before shopping and choosing their payment method
• AM/FM radio owns 84% of ad-enabled audio time in the car, where purchase decisions happen in real time

Local radio advertising amplifies this effect by connecting with communities in authentic, trusted ways. From the energy of a live broadcast to the intimacy of a favorite personality, advertising on the radio creates shared experiences that boost mood and confidence; two powerful drivers of conversion.

What This Means for Marketers:

As we head into the holiday season, the question isn’t just where consumers shop, it’s how they feel when they do.

• Design for emotional impact, not just efficiency
• Leverage trusted voices, like radio and podcast personalities, to guide consideration and drive decision-making
• Activate at the right moments, like in-car listening, when decisions are imminent

When mood drives behavior, marketers who master emotional engagement through radio advertising will win. Not just clicks, but loyalty.

Turn insights into impact.

Radio delivers results where it matters most: capturing attention associated with positive mood, building trust through real voices, and influencing decisions at the point of purchase.

Get in touch with iHeart to see how these insights can drive your brand forward.