Personality Endorsements Reach Loyal and Attentive Listeners

The products and services endorsed by our favorite DJ’s, talk show hosts, and on-air personalities reach a sector of loyal and attentive listeners, providing a larger impact on building brand awareness and credibility. When we tune in to our favorite on-air personalities, we develop a connection and trust to those who are familiar and relatable to us. 70% of listeners see radio personalities as “regular people,” in which listeners perceive a deeper sense of community and friendship. Due to their valued opinion and perspectives, on-air personalities influence their listeners to talk about things they say during their shows, as explained by Inside Radio., as explained by Inside Radio. Conducted by the University of Southern California, a study of 2,700 respondents revealed that radio recommendations carry more weight than social media ads or TV ads.

3 reasons on-air endorsements impact purchasing behavior:

  1. Customization of your brand with authentic chatter inside endorser’s shows, personal experiences conveyed to listeners, and on-air mentions/billboards/promos.
  2. Differentiate from competitors with a trusted personality’s stamp of approval. 
  3. Extend beyond radio by leveraging endorser’s loyal followers through digital assets and social media platforms such as Twitter, Facebook, and blogs.

According to a study conducted by the University of Southern California’s Annenberg School for Communication & Journalism , “75% of respondents reported that they turn on the radio because they know their favorite personality is on the air and 51% considered or purchased a product advertised during their favorite personality’s show.”  With the power of radio endorsements and on-air personalities, brand messaging and awareness feel more authentic and trusted, impacting loyal listeners while creating higher engagement for your brand.

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