iHeartMedia/PMX Study Says Listeners Trust Radio, Podcast Hosts And Advertisers

Study

A study commissioned by iHEARTMEDIA and PUBLICIS MEDIA's PMX offers the information that consumers perceive radio and podcast personalities as "highly relatable, trustworthy and authentic."

“Exploring The Brand Benefits of Trust and Companionship in Audio” was conducted by MAGID and found radio listeners 129% more likely than listeners to other audio platforms to say they listen to be "entertained," and podcast listeners are 158% more likely to say they listen "to immerse myself"; 67% of podcast listeners and 74% of heavy podcast listeners said that podcasts “motivate and inspire me”; and 71% of podcast listeners and 79% of heavy podcast listeners say that podcasts “educate/teach me something new.” In addition, 55% of participants said they listen to commercials more often on radio and in podcasts than via any other medium, with 53% saying they find radio and podcast ads more relevant and 51% said they trust radio and podcast advertisers more. And taking radio and podcasts away from listenerts for three days made them feel “lonely,” “disconnected,” and “more overwhelmed doing simple tasks.”

“With the resiliency of radio and recent explosion of the podcasting space, audio influencers have emerged as a new avenue for advertisers to continue to connect with audiences in authentic ways.” said PMX National Audio Practice Lead CHRIS YARUSSO. “Our research confirms that radio and podcast hosts are perceived as some of the most trustworthy, essential, and relatable personalities in the media ecosystem.  With the diversity and variety of radio and podcast content in the marketplace, there is an enormous strategic opportunity for brands to connect with highly engaged consumers across this evolving influencer marketplace.”

“This research highlights what we call the ‘trust halo,’ the unique relationship and trust that audio listeners form with their favorite hosts, personalities and programs,” said iHEARTMEDIA CMO GAYLE TROBERMAN. “Marketers benefit from this trust halo, as this connection extends into advertising, product recommendations, and the radio and podcast communities at large. Listeners feel an unmatched sense of companionship and learn more about the world and about themselves.”

MAGID EVP/Global Media and Entertainment MIKE BLOXHAM added, "Radio personalities are the original influencers. We found they've retained that status over time and are now joined by podcast hosts as major influencers in media today. And the data suggests that benefits advertisers in terms of the impact of their campaigns."

« see more Net News