Transcript Radio Engages And Influences Listeners.

Listeners have strong
emotional relationships
with their favorite on-air
radio personalities that
benefit advertisers.
Radio Engages And Influences Listeners.

90% of radio listeners said they would be disappointed if
their favorite radio station were no longer on-air*.

82% feel they have a personal, parasocial interaction
with their favorite radio personality

72% talk to their friends about their favorite personality
or what they heard on the program

70% of women listeners consider radio personalities to
be a good or best friend or companion**

52% feel their favorite radio personality influences their
opinion.
Sources: USC, Annenberg School for Communication & Journalism, PSI Study released June 2012, Woodley, P. and Movius, L. People
With a Favorite Radio Personality in Los Angeles; * The Infinite Dial: 2011 by Arbitron and Edison Research, **Alan Burns “Here She
Comes” 2012 online survey of 2,010 women 15-54 in May 2012
Radio Provides
The Power of
Personal
Connection and
Persuasion

75% turn on the radio because they know their favorite
personality is on the air

47% have considered or purchased a product/service
based on the recommendation of their favorite radio
personality

51% have considered or purchased a product/service
advertised during their favorite radio personality’s show

70% follow their favorite personality and/or radio
station on social media

55% listen to their favorite personality on a computer
or mobile device when they are away from a radio
Radio can share this relationship with its advertisers
Source: USC, Annenberg School for Communication & Journalism, PSI Study released June 2012, Woodley, P.
and Movius, L. People With a Favorite Radio Personality in Los Angeles.