Radio Personalities Still an Influence

August 1, 2012

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

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."

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