Radio Personalities Still an Influence

Aug 1, 2012 1:15 AM, By Erin Shipps, senior associate editor

A study conducted by the University of Southern California’s Annenberg School for Communication and Journalism that examines the unique relationship between broadcast radio listeners and on-air personalities confirms that listeners feel they have a genuine relationship with their favorite radio personalities.

Among the key findings of the study, underwritten by Katz Radio Group, are highlighted. For more on the study, go to katz-media.com.

47� � �Percent of study respondents who considered or purchased products recommended by their favorite radio personalities.

51� � �Percent of study respondents who considered or purchased a product advertised during their favorite personality’s show.

70� � �Percent of study participants who reported that they follow their favorite radio personalities and/or radio stations via social media channels.

72� � �Percent of respondents who talk to their friends about their favorite personality or what they heard on the program.

75� � �Percent of study respondents who reported that they turn on the radio because they know their favorite personality is on the air

82� � �Percent of study respondents who expressed feelings and exhibited behaviors consistent with the phenomenon known as parasocial identification.”

The Power of Sonic Branding

A University of Southern California survey shows that listeners feel a genuine relationship with their favorite radio personalities….

August 2012

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