Gayle Troberman, Chief Marketing Officer for iHeartMedia, is not surprised, though. Long an audio advocate, even in her previous roles helming marketing at Microsoft and IPG, Troberman believes that, “one big reason you see stats like ‘9 out of 10 people listen to radio’ is the deep relationships fans have with their favorite personalities and shows. You drive to work together every day for years and listeners feel they really know the DJ through his or her honest, unscripted conversation."
That trust transfers to advertisers, creating, Pittman says, “the perfect context for brands wanting to connect and build deep relationships with their consumers.”
Troberman agrees and has been leveraging those DJ/listener relationships to boost both audiences and advertising revenue by partnering closely with brands to help deliver results through audio so the survey results are a point of satisfaction. “It’s not only that our brand is trusted, but it’s important to all marketers to really recognize how radio literally speaks to consumers. Planners, especially, can be rock stars with their clients by tapping into this undervalued medium because the listeners respond. It’s the trust. They buy what their ‘friends’ – the personalities – recommend.”