USC Study Confirms Air Personality/Listener Bond

Mary Beth Garber

A study by USC’s Annenberg School for Communication & Journalism on the relationship between radio listeners and on-air personalities confirmed that listeners feel they have a genuine relationship with their favorite radio personalities. The study, underwritten by KATZ RADIO GROUP, discovered that:

* 75% of study respondents reported that they turn on the radio because they know their favorite personality is on the air;

* 72%t of respondents talk to their friends about their favorite personality or what they heard on the program;

* Notably, listener engagement extended into the online realm, with nearly 70% of study participants reporting that they follow their favorite radio personalities and/or radio stations via social media channels;

* Nearly half (47%) of all respondents considered or purchased products recommended by their favorite radio personalities;

* More than half (51%) considered or purchased a product advertised during their favorite personality’s show; and

* Fully 82% of study participants expressed feelings and exhibited behaviors consistent with the phenomenon known as “parasocial identification.”

"Our findings underscore the depth of the relationship, loyalty, and trust between listeners and radio personalities," said USC-Annenberg School for Communication and Journalism professor PAULA PATNOE WOODLEY. "This connection can be a significant benefit for radio station advertisers as demonstrated by the significant number of study respondents who have considered or purchased services or products advertised during radio shows or recommended by favorite on-air personalities."

"With more than half of the respondents saying their favorite radio personality influences their opinion, it is clear that parasocial interaction, or listeners’ feelings that they have real relationships with radio on-air personalities, definitely exists," confirmed study co-author LAUREN MOVIUS."

"The unique emotional connection that exists between radio personalities and listeners is real and should not be underestimated," KATZ RADIO GROUP EVP/Radio Analysis and Insights MARY BETH GARBER said. "Radio is the only media platform that allows people to have an intimate, ongoing and evolving personal relationship with on-air personalities. Advertisers that are able to appreciate the unique value of these powerful connections stand to benefit tremendously."

Read more on the study here.

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