A source for music discovery. The latest news and traffic information. Mood booster. Escape from the day. Catching their favorite program.

The reasons why listeners tune in may vary but overall, people turn to AM/FM radio because it resonates emotionally. One of the major factors? Personalities. Familiar DJs behind the microphone give listeners an actual person to connect with regardless of why they listen.

Cumulus conducted a brand new study with researcher Vision Critical/MARU. We asked 2,617 consumers what they felt about AM/FM radio personalities. The results show a strong affinity and trust that marketers can use to their advantage in audio creative.

Listeners feel connected to their favorite AM/FM radio DJs, personalities, and shows

On-air talent is a huge draw. A massive 68% of listeners are able to name a favorite DJ, personality, or show. Over half of listeners say the main reasons they choose to listen to their favorite station are their favorite DJs, personalities, and shows.

But having a connection with AM/FM radio personalities is about more than just preference.

Listeners develop loyal relationships with AM/FM radio personalities based on humor and trust

Comedic relief: 87% of respondents strongly or somewhat agree that their favorite DJs make them laugh.

Thought-provoking: 61% agree that they make them think.

Strong loyalty: 64% of listeners would follow their favorite DJs to another station if they moved.

Like family: 51% consider them to be like friends or family. AM/FM radio continues to prove itself as an important one-on-one form of communication.

Perhaps the most important finding for advertisers? Almost half of listeners believe that their favorite personality or show are opinion leaders that they trust.

Personality live reads and endorsements are a staple of AM/FM radio advertising. Building upon this trust is a smart way for advertisers to get results.

Best practice: leverage the appeal and trust of radio personalities to create meaningful audio creative
Listeners already trust your station and your personalities. According to Nielsen, 58% of radio time spent is with a listener’s favorite station.

Trusted personalities can provide immediate credibility, endorsement, and relevance to ads. Use reliable voices in live reads, endorsements, and recorded spots to create an affinity between your brand and listeners.

Key takeaways:

• Listeners feel connected to their favorite AM/FM radio DJs, personalities, and shows
• Listeners develop loyal relationships with AM/FM radio personalities based on humor and trust
• Best practice: leverage the appeal and trust of radio personalities to create meaningful audio creative

Lauren Vetrano is Director of Content Marketing at Cumulus | Westwood One.

Contact the Insights team at CorpMarketing@westwoodone.com.