The Holiday Insights Report found that overall 43% plan to spend less. High earners, meanwhile, are 20% more likely to spend more or maintain. (Aki Technologies defines high earners as individuals who make more than $65,000, the U.S. median income. Low earners, meanwhile, are defined as those below the median.)

There’s data that strongly suggests radio is a strong tool for reaching high-earning consumers. According to The Media Audit, radio listeners are 10% more likely than the general population to have an annual household income of $150,000 or more — with radio reaching 76.7% of those earners. They’re also 8% more likely than the general population to earn $200,000 or more, and 5% more likely to earn $300,000 or more. Radio reaches roughly three-quarters of both financial demographics.

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