CRS Presentation Highlights What Listeners Want

Country radio listeners want a human connection from their stations of choice, according to Smith Geiger Group’s Andrew Finlayson who made a presentation to CRS attendees on Thursday

Listeners have diverse desires when it comes to radio, and their preferences shape the experience they seek. Here are some key aspects that resonate with radio audiences:

Human Connection: Listeners value the personal touch that radio provides. They appreciate on-air personalities who introduce them to new music, share insights about songs and artists, and offer companionship. The presence of an on-air personality significantly influences listening time, especially among Black audiences. Authenticity and relatability matter more than polished perfection.

Content Preferences:

• Country Music News: Fans of country music appreciate updates about their favorite genre.
• Music Information: Insights into the music being played and details about artists enhance the listening experience.
• Local Breaking News: Relevant local news keeps listeners informed.
• Area Weather: Weather updates cater to practical needs.
• Escape from Everyday: Country radio serves as an escape from broader news categories like national/international news, sports, and politics .

Style of Presentation:

• Casual Approach: 68% of listeners prefer a casual, everyman style.
• Avoiding Values or Politics: 63% appreciate personalities who steer clear of political discussions.
• Authenticity Over Polish: Genuine personalities resonate with 86% of listeners 1.
• Elements for On-Air Talent:
• Being Real: Authenticity matters most.
• Positive Outlook: A positive demeanor resonates with audiences.
• Transcending Boundaries: Being local to the listener’s area is less critical, suggesting great personalities can connect beyond geographical limits.

AI Voices: While AI voices in radio broadcasting exist, their reception is mixed. Some listeners remain skeptical or outright opposed, emphasizing the continued importance of human elements in radio.

In summary, listeners seek a good time, companionship, and an escape from the everyday through radio. Whether it’s discovering new music, hearing local news, or connecting with authentic personalities, radio continues to play a vital role in people’s lives.

The study underscores the enduring value of human connection, authenticity, and relatability in on-air talent, which remain central to the listening experience.