CCM+E Research Report: The Power of Personality
April 14, 2014

Clear Channel Media and Entertainment revealed the results of a new in-depth national study of the increasingly powerful role of radio and the unique connection between radio personalities and listeners in a highly 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 on-air personalities and the connection listeners feel to on-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 on-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 on-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.

"On-air personalities are a key element in defining what makes radio different ‹ and more personal ‹ than any other medium in consumers' minds," said Bob Pittman, Clear Channel Chairman and CEO "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 Dr. Radha Subramanyam, EVP of Insights, Research and Analytics at CCM+E. "On-air personalities have a unique, two-way relationship with listeners, one that engenders comfort, trust and admiration."

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 on-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 on-air personalities have said, often through their social media networks, furthering extending the reach and impact of personality endorsements.

The research results were reported by Dr. Subramanyam, and were based on a study CCM+E 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 DJs from across the country.




 
Breaking News
European Music Industry Reacts to "Brexit"
iHeartMedia-Nashville Names Morgan Huelsman Digital PD
In Brief - June 24, 2016
June 23, 2016
Republic Records Names Dan Cohen As VP/Marketing
WMMR/Philadelphia's 11th Annual I Bleed For Preston & Steve Blood Drive Hailed A Big Success
CBS Radio's Lisa Dent, Tim Roberts & Mick Anselmo Honored By Country Radio Hall Of Fame
June 22, 2016
Cumulus Media Appoints John Abbot as Chief Financial Officer
iHeartMedia Cannes Event With Ryan Seacrest And Usher
Berlin School & iHeartMedia Announce Return Of 'Leadership in Audio Innovation' Scholarship Competition
iHeartMedia/St. Louis Announces Launch Of Pride Radio St. Louis
June 21, 2016
Community Broadcasters Purchase Florida Stations From Apex Broadcasting
jâcapps to Host Webinar on Understanding the Connected Car
NAB Introduces Inaugural PILOT Innovation Challenge
Report: Syndicated Radio Morning Host Kane Arrested For Allegedly Assaulting Wife
In Brief - June 21, 2016
June 20, 2016
Public Voting for National Radio Hall of Famers Starts Today
Music Artists & Industry Unite for DMCA Reform Appeal
iHeartMedia Launches First Programmatic Private Marketplace For Digital Radio
In Brief - June 20, 2016
June 17, 2016
CBS Radio Houston Names Rich Pangilinan APD/MD At KKHH (Hot 95.7)
Nielsen: The Modern Dad: An Untapped Audience For Marketers
Alpha Media Portland Names Kelsey McDaniel Director of Marketing
June 16, 2016
iHeartMedia Names Dan Mason as Senior Advisor for Broadcast Relations
Y100 Announces Mia Amini as Assistant Program Director
Music News
Kelly Clarkson Signs Worldwide Deal With Atlantic Records
Quick Hits: Bernie Worrell, Rihanna, Aerosmith, Kennedy Center Honors, Ralph Stanley
Led Zeppelin Wins Copyright Trial
Quick Hits: Kanye West, The BET Awards
Kanye West, The Weeknd + more to play The Meadows Music and Arts Festival
Quick Hits: Music Midtown festival, Drake, Chance the Rapper. Outta This World concert, Maynard James Keenan
Nick Jonas Debuts at #2, Drake Still Tops Billboard 200
Quick Hits: Made In America festival, Drake, Rita Ora, P.M. Dawn, Grouplove, The Beatles
Quick Hits: Guns N' Roses, Christina Aguilera, Meat Loaf, Suicide Squad soundtrack
The Recording Academy Announces Amendments and Dates For Grammy Voting
Quick Hits: Phantogram and Tupac Shakur
Quick Hits: Kanye West, The Grammys, Deftones, Lollapalooza, Charlie Puth
Kanye West Announces Saint Pablo Tour
Quick Hits: Iggy Azalea, Colbie Caillat, BET Awards, Breakaway Music Festival
Singer Christina Grimmie Shot and Killed After Concert
FMQB NOW

Brad Savage, PD
WAPS/Akron

Advertisement:
Search FMQB.com
Advertisements:
FMQB Member Login
Email:
Pass:

Save
Not a member yet?
Sign up Now!
Sign Up for Breaking News!
Enter FMQB E-Tracking!