According to Audacy’s Innovation Tracker, people are more than twice as likely to trust a human voice (55%) over AI-generated content (23%). This preference also extends to advertising, where consumers express greater comfort with audio ads crafted by humans compared to those produced by AI.

The study reported that radio hosts are valued 2.5 times more than social media influencers for delivering news (56% vs. 22%) and twice as much for sports commentary. Similarly, podcast hosts are preferred over social media figures when discussing social issues (43% vs. 34%). These statistics underscore the profound impact of human voices in fostering meaningful connections and reliable information dissemination.

Audacy's Power of Influence Study quantifies the impact of radio and podcast hosts' endorsements on consumer behaviour. The key findings from the report were:

Enhanced Brand Connection: Listeners are 74% more likely to feel a stronger connection to a brand when it's endorsed by their favourite local radio or podcast host.

Higher Purchase Intent: There's a 67% increase in the likelihood of purchasing a brand after a host's recommendation.

Increased Interest: Listeners are 57% more inclined to learn more about a brand recommended by a host.

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Sources:

Audacy Power of Influencers Study 2025, Online study fielded in Dec 2024, A18+, M:F = 50%:50%, 1050 U.S. respondents, Base = Audio listeners (AM/FM Broadcast or AM/FM Streaming or Podcasts)

Audacy Innovation Tracker Ask Suzy survey platform. sample of 1,120 U.S. adults aged 18+ (June 2024)

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