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." |