Research shows the relationship between audio personalities and listeners is personal and highly effective

A series of new studies reveals the immense connection and emotional appeal of AM/FM radio personalities and podcast hosts, affording impressive results for advertisers.

The Jacobs Media 2023 Techsurvey involving over 30,000 U.S. listeners 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.


The study also showed that AM/FM radio personalities increasingly provide a local feel. 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.

A MARU/Matchbox study reveals listeners develop loyal relationships with AM/FM radio personalities based on humour and trust.

The MARU/Matchbox study also found listeners speak to friends and family about things they hear on their favorite personality’s radio show. 30% say they searched for a product or service recommended by a radio personality.


MAGNA Media Trials and Vox Media study revealed that podcast hosts are 5 times more influential than social media stars and 7 times more influential than TV/movie celebrities. The study also found that 79% of weekly podcast listeners agreed podcast content was superior to that of social media.


Placeholder Image
Caption text goes here

Download Presentation Here

Where Next?

Close Cookie Preference Manager
Cookie Settings
By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage and assist in our marketing efforts. More info
Strictly Necessary (Always Active)
Cookies required to enable basic website functionality.
Made by Flinch 77
Oops! Something went wrong while submitting the form.