Author: Victor Texcucano, Content Coordinator, RAB
Automatic feeders, water fountains, grooming, training and veterinary care – not to mention treats and toys. The love we have for our pets knows no bounds, and pet owners willingly spend their hard-earned money to give their furry companions the best life possible.
How much do consumers spend on pets? According to a study by Rover, a large online pet care marketplace, the average lifetime care for a 10-year-old dog is approximately $34,550 and about $32,170 for a 16-year-old cat. While that figure may seem a little high, it varies significantly based on the animal’s breed, health conditions and other factors.
Unfortunately, economic volatility and inflation is impacting the cost of everything – veterinary services, pet care supplies, grooming, treats and toys.
Pet owners are financially concerned. Twenty-eight percent of pet owners admit they worry about being able to afford the things their pets need, per Rover. In fact, 33% of pet “parents” have reduced spending on other areas of their life (e.g., groceries and entertainment) to make sure their pets have what they need.
This country is comprised of pet lovers. The American Pet Products Association estimates that in 2025, 94 million households have at last one pet, up from 82 million in 2023. This ownership increase has led pet spending to reach a whopping $152 billion in 2024 (latest available figure) and is projected to increase.
With pet ownership and spending continuing to grow, pet-centered businesses have a powerful opportunity to connect with current and prospective customers. One of the most effective ways to reach these engaged consumers is through a locally trusted medium: radio.
Radio-listening pet owners have high disposable incomes. Based on MRI-Simmons data, 49% of these listeners have a household income in excess of $100K+. This makes them a highly attractive consumer segment for businesses catering to pet ownership needs.
This medium reaches consumers who care about and spend money on their pets. Did you know that 76% of radio-listening households with pets in the home say their animal friends deserve to be pampered? Data from MRI-Simmons also shows that consumers who consider raising pets a hobby are 34% more likely to be radio listeners with pets in their home.
These listeners are highly desired consumers for businesses catering to canine or feline owners. Pet radio-listening households are:
- 82% more likely to have their pet groomed in the past 12 months.
- 77% more likely to have an insurance policy for their furry companions.
- 75% more likely to have boarded their animal in a kennel.
- 72% more likely to have their pet in a training program.
- 63% more likely to have put their pet in a daycare in the last year.
Radio is a target-rich environment for veterinary services. Radio reaches 53% of pet-owning households that spent $200+ on veterinary services in the past year. These households are also 83% more likely to have visited a veterinarian one to three times in the past year, 79% more likely to have done so five to six times and 80% more likely to have done so seven or more times.
It’s easy to connect with pet “parents” who care about their furry friend’s nutrition. AM/FM radio reaches 61% of households with pets that have spent $200+ on pet food. Both canine and feline lovers listen to broadcasters. Consumers who have purchased cat treats two or more times in the last 30 days are 80% more likely to tune in to radio. And those who have bought treats or biscuits for dogs two or more times in the same period are 84% more likely to also be radio listeners.
Pet owners treat their animals like family and actively seek trusted businesses that help them care for them. Radio’s strong local presence and loyal audiences make it an ideal platform for veterinarians, groomers, pet supply retailers and other pet-focused businesses to reach these engaged consumers and drive them to act.