Consumers Perceive Radio & Podcast Hosts As Relatable, Trustworthy & Authentic

Written By

Liz Iversen

Published On

Wednesday, May 04
Woman recording a podcast on her laptop computer with headphones.
Consumers perceive radio and podcast personalities as “highly relatable, trustworthy and authentic,” according to a new study by Magid.  

The study, “Exploring The Brand Benefits of Trust and Companionship in Audio,” combined quantitative and qualitative methods to highlight the role that different audio channels play in the lives of audiences when it comes to trust and companionship.

The results are good news for audio advertisers. Radio hosts scored high on their perceived authenticity and connections to their communities, and podcast hosts are seen as highly honest and trustworthy.

“Our research confirms that radio and podcast hosts are perceived as some of the most trustworthy, essential, and relatable personalities in the media ecosystem,” said PMX National Audio Practice Lead Chris Yarusso. “With the diversity and variety of radio and podcast content in the marketplace, there is an enormous strategic opportunity for brands to connect with highly engaged consumers across this evolving influencer marketplace.”

The study also included these key findings:

  • 55% of participants said they listen to commercials more often on radio and in podcasts than through any other medium. 
  • 53% found radio and podcast advertisements to be more relevant than on any other medium.
  • 51% said they are more trusting of radio and podcast advertisers than on any other medium.
  • Radio hosts are seen as some of the most relatable and trusted influencers, when compared to other verticals such as TV and social. 


Advertisers, are you ready to share your brand’s message on radio and podcasts? Contact SMI today.

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