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Respondents in ‘State of Listening’ Study Say Radio Is ‘Human’

Human touches may help radio ads gain more favorable impressions

Clear Channel’s recently released study of the “State of Listening in America” indicates that radio continues to be popular in America.

Even Millennials and Generation Z listen to radio regularly and describe it as “trustworthy,” “human” and “relatable,” as compared to the Internet and TV. This may in part be why radio advertising is viewed more positively than ads on TV, Internet and mobile apps, according to the study.

Emphasizing the importance of radio’s human touch, respondents also said they prefer on-air advertising that is creative, humorous and leverages on-air talent.

Additionally, 72% of respondents perceived radio as more community-oriented than TV, while 78% agreed radio has the power to make a difference in the community.