Relationship Between Personalities And Listeners Is Highly Effective

A series of new studies reveals the immense connection and emotional appeal of AM/FM radio personalities and podcast hosts.  According to the new blog posting at Westwood One it will  afford impressive results for advertisers.

Personalities are the primary reason for listening to AM/FM radio

Fielded in January/February of 2023, 30,011 U.S. AM/FM radio listeners participated in the massive Jacobs Media Techsurvey. 60% of consumers say “DJs/hosts/shows” are the main reason they listen to AM/FM radio.

Personalities are the number three reason for listening ahead of “hearing favorite songs and music.” In 2014, Jacobs Media found music beat personalities 70% to 57% as the primary reason for listening. Now, personalities beat music 60% to 57% as the main reason for listening.

The younger the AM/FM radio listener, the more AM/FM radio personalities are the main reason for listening

Jacobs Media found 65% of Gen Z (13–26-year-olds) and Millennials (27-42-year-olds) say personalities are the main reason they listen to AM/FM radio. 63% of 43-58 Gen Xers and 56% of 59-77 Boomers say personalities are the key driver for AM/FM radio listening.

AM/FM radio personalities provide a local feel as AM/FM radio’s local presence perception increases

In 2018, Jacobs Media reported 43% strongly agreed that “one of AM/FM radio’s primary advantages is its local feel.” 57% now cite “local feel” as one of AM/FM radio’s primary advantages. The proportion that say “local feel” is one of AM/FM radio’s primary advantages is up +33% since 2018 (43% to 57%).

Listeners feel connected to their favorite AM/FM radio DJs, personalities, and shows

A 1,571-person national study conducted by MARU/Matchbox in January 2020 reveals listeners develop loyal relationships with AM/FM radio personalities based on humor and trust.

The results show a strong affinity and trust that marketers can use to their advantage in audio creative.

The MARU/Matchbox study found listeners speak to friends and family about things they hear on their favorite personality’s AM/FM radio show. Listeners engage with their favorite shows online, via social media, and by calling the AM/FM radio station. 30% say they searched for a product or service recommended by the AM/FM radio personality.