When asked Listeners still choose radio for connection — plus convenience, live humans, and information they can hear without looking at a screen. That finding sits at the center of “The Listener Truth,” a qualitative study from Coleman Insights presented as a webinar laat week by VP/Consultant Jay Nachlis.
Researchers interviewed 10 listeners ages 24 to 46 who each tune to at least one FM morning show weekly. Participants came from CHR, Hot AC, Rock, Alternative, Country, and Urban formats, with quotas so no single market dominated. Questions were drawn from Morning Show Boot Camp attendees.
Convenience came up often. “I don’t want to be on my phone and driving, having to flip through songs, and you can only skip so much on Spotify if you don’t pay for it,” one listener said. “I don’t mind the radio.”
Alex called radio “the most important medium that we have, at least in my opinion,” citing reliability in a crisis: “That is the best way to get instant information. Like when, God forbid, the grid goes down or something, they’ll always be able to get radio waves one way or another.”
Jesus said he picks stations by mood — contemporary Christian when he wakes up feeling down, Hot AC when he wants to stay upbeat.
Several said they specifically avoid news and politics. “During the time of elections, everybody had their point of view, and that made me stop listening to a lot of radio stations,” one said. “It gets a little far, you know? It makes people tune out.”
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| Jay Nachlis |
Despite near-universal smartphone use, listeners said they still trust radio more than apps for weather and traffic. “You can’t really rely solely on our phones, and sometimes there’s a lot of inaccuracy with weather,” one said. “Having that individual out there checking is better than me just going off my phone and then getting caught in the rain.”
Another liked that the information “comes through my ear” instead of a screen. A third noted that older listeners and people less comfortable with technology depend on hearing weather rather than looking it up.
On content, several preferred lighter, story-driven material. “I’m really big on celebrity gossip,” one said. “I’m not too big on the news, because a lot of the times I think they’re a little dramatic.” Trivia drew consistent praise: “They do make me listen, especially trivia. I would never call in, but I love playing along in the car.” Politics remained a turnoff: “I wish they talked a little bit less about politics, I’ll be honest. I like when people talk about the everyday stuff.”
Every listener raised song repetition as a frustration. “Twice in the same hour, if it’s different songs, I can handle it. When it’s the same song, and it gets spammed over and over, that’s when I turn completely away from that station for the day,” one said.
Another: “If you only listen to one radio station, you’re going to hear the same six songs in 30 minutes.” Nachlis noted the complaint is not new and does not necessarily signal a growing crisis, though stations should watch how repetition images form.
Commercials drew mixed views. “I kind of like them. It makes me feel like I’m in the present,” one listener said. Another liked radio’s creative variety: commercials “are always different” and “have to go a little further to get the attention of listeners.” Quality and frequency still matter. “I just wish the commercials got a little help from the radio channel, because some of them just aren’t that good.”
Younger listeners described a content gap but still valued what streaming cannot replicate. Tyrese said peers often look elsewhere: “A lot of people don’t listen to the mainstream media. They listen to music that might not always be for the radio.” Carolyn, 24, said she would miss radio’s randomness: “With Spotify, you can find songs you already listen to. But with the radio, it’s a lot more random. You’ll hear a song pop up and be like, ‘oh my God, I haven’t heard this in forever.’”Resistance to AI-hosted programming was broad. “I’m always going to be an advocate for the humans over the AI bots,” one said. “I just don’t want to listen to a robot.” Another tied it to authenticity: “I haven’t identified any AI DJs yet, and I don’t think I would dig it, just because I value the spontaneity of it all. I like to hear a little cough in the background, that it’s being done live and that things can change at any moment.” A third drew a line for the medium itself: if radio replaced its people with AI, “at that point it’s a streaming service.”






















