Clear Channel has revealed the
results of a new national study of the role of radio and the unique connection
between radio personalities and listeners in a digital and social
media-oriented world. The study's findings showed that radio is a far more powerful
social force than ever before, particularly because of the conversations fueled
by air personalities and the connection listeners feel to air local and
national talent like Ryan Seacrest, Sean Hannity, Delilah and Bobby Bones.
Key findings included:
- When
comparing radio personalities to other media personalities, 6 out of 10
listeners said that radio hosts are "like a friend," whose
opinions they trust.
- With
even more ways for consumers and air personalities to interact, 4 out of
10 listeners feel personalities make more of an effort to foster a
personal connection, making the radio experience inherently more social,
particularly when compared to TV or streaming playlist services.
- Listeners
equate an air personality endorsement to a friend's recommendation, more
so than they do sponsored Facebook posts, sponsored tweets or television
commercials.
- More
than half of the study participants agreed that they trust brands,
products and services their favorite on air personality recommend, a
finding that is encouraging smart marketers to undertake unique
radio-based campaigns.
These
findings were borne out by specific examples, including:
T-Mobile recently partnered with
CCM+E in an innovative campaign that included a full-day takeover of Clear
Channel's radio stations in 18 markets, all facilitated by local on air
personalities. After the campaign, recall had increased by over 100 percent and
purchase intent grew by 33 percent.
Nationally syndicated host Delilah,
the most listened-to woman on radio in the U.S., voiced a campaign for Chase's
Blueprint service that increased awareness by 26 percent. In addition, a third
of all listeners said they were likely/somewhat likely to get a card after the
campaign, nearly doubling the intent number.
"Air personalities are a key
element in defining what makes radio different -- and more personal -- than any
other medium in consumers' minds," said Clear Channel Chairman/CEO Bob
Pittman. "These personalities are viewed as stars and tastemakers -- but
also have a familiarity and personal touch that invites listeners not only to
tune in, but to call, tweet and email as if they are listeners' personal
friends. It's a powerful relationship, one that has deep implications for smart
marketers who recognize that when Ryan Seacrest, Elvis Duran, Delilah, Bobby
Bones, and hundreds of other personalities offer an endorsement -- whether of a
song, a brand or a product -- listeners take it to heart, and take action. No
other medium has this power."
The study also found that 6 out of
10 American listeners have a favorite personality who they look forward to
hearing in the morning. 7 out of 10 participants said they consider these
personalities to be regular people like themselves, who are
"relatable" and "authentic," and many have remained loyal,
listening to the same personality for years.
The vast majority of Americans have
interacted with radio personalities during their lifetimes -- 8 out of 10 have
called into a station, met a DJ in their community, or interacted in some other
manner. And the growing social media landscape provides even more opportunities
for listeners to connect with their favorite radio personalities -- according
to the research, about 6 out of 10 of listeners have also engaged with radio
through social media platforms.
"This research illustrates the
exceptional connection consumers have always had with radio and its
personalities," said CCME Executive VP/Insights, Research and Analytics
Dr. Radha Subramanyam. "Air personalities have a unique, two-way relationship
with listeners, one that engenders comfort, trust and admiration." Dr.
Radha Subramanyam Other key findings of the research include:
- 47
percent of listeners active on personality/radio station social media
feeds said they feel more connected to their favorite personalities
because they can interact through social media.
- Consumers
with strong parasocial relationships are more likely (by a margin of 20
percentage point or more) to recall, seek more information about, purchase
and recommend brands, products and services endorsed by radio's air
personalities.
- Personality
endorsements are more likely to incite participants to take action,
according to more than half of participants, when compared with nine other
messaging/advertising approaches, including: website ads, sponsored posts
on Facebook, mobile display ads, sponsored texts or tweets, or emailed
product/service pitches, among others.
More than 6
out of 10 listeners are specifically likely to talk about things air
personalities have said, often through their social media networks, furthering
extending the reach and impact of personality endorsements. Dr. Radha
Subramanyam The research results were reported by Dr. Subramanyam, and were
based on a study CCME conducted in conjunction with the University of Southern
California, which surveyed 2,700 respondents. The report also includes insights
from an additional online survey of over a thousand respondents, as well as
from live focus groups, ethnographies, listening logs, digital assignments and
conversations with air personalities from across the country.
