New research presented Tuesday at the Country Radio Seminar indicated listeners place trust in country personalities, and the huge opportunity that affords brand advertisers.
Four in ten country listeners told Edison Research they are more likely to pay attention to commercials featuring radio station DJs or personalities while just 10% said they were less likely. And nearly half of country listeners (46%) said they are more likely to purchase a product or service after a DJ discussed it on the air, comparted to 4% who are less likely.
“Those are two big opportunities for radio,” Edison Research president Larry Rosin told InsideRadio. “And these are things that don’t even make sense in the context of most of the [non-broadcast radio] competition.”
Other survey results speak to the high engagement levels listeners have with county radio, many of which can be monetized. Three-fourths of country listeners (75%) said they “frequently” or “sometimes” participate in at least one item from a list that included visiting a station’s website, attending a station-hosted concert or event, visiting its Facebook page, participating in a station contest, following a station or DJ on social media and seeing a station DJ or staff at a local event, among other activities.
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