Media Business
New Studies: Radio & Podcast Personalities Generate Ad Success
Published
4 months agoon
Research studies, including the recent annual Techsurvey conducted by Jacobs Media, have highlighted the significant connection between radio or podcast hosts and their listeners, demonstrating its impact on advertisers.
An analysis of these studies, discussed in the latest edition of Westwood One’s weekly blog, reveals that the primary reason for AM/FM radio listeners to tune in is the DJs, hosts, or shows, according to 60% of respondents in Jacobs’ Techsurvey. This reason surpasses the desire to hear favorite songs or artists.
Furthermore, Jacobs Media found that younger AM/FM radio listeners are more likely to attribute their listening habits to personalities, with 65% of Gen Zs or Millennials stating so, compared to 63% of Gen Xers and 56% of Baby Boomers.
The trends observed in the Techsurvey also indicate that the bond between listeners and local personalities has never been stronger, with 57% of respondents agreeing that the “local feel” is one of the primary advantages of AM/FM radio. This percentage has increased from 49% in 2021 or 2022 and 43% in 2018.
Pierre Bouvard, the Chief Insights Officer of Cumulus Media/Westwood One Audio Active Group, emphasizes the importance of radio talent in attracting listeners and creating a local connection. Bouvard states, “Personalities, whether on the radio or in podcasts, have an incredible connection with their audience, and that in turn generates incredible impact for advertisers.”
He cites findings from a 2020 MARU/Matchbox survey commissioned by Cumulus, which reveals that AM/FM listeners develop loyal relationships with personalities, driven by comedy and a sense of community. The survey found that 46% of respondents consider their favorite personalities to be opinion leaders whom they trust.
Hosts have the a powerful ability to influence listener actions, as 63% reported discussing topics from the shows with friends or family, and 30% actively sought out products or services recommended by radio personalities.
The influence of podcast hosts is also significant, as demonstrated by a MAGNA/Vox Media survey of over 2,000 weekly podcast listeners. The survey reveals that 75% of participants believe that podcast hosts have the most influence, surpassing social media influencers (15%) and TV/movie celebrities (10%).
The survey further indicates that 79% of respondents agree that podcasts offer superior content compared to social media, with 90% stating that listening to podcasts has opened them up to new perspectives and topics. Additionally, 68% of respondents reported having a deep connection with their favorite podcasters.
Considering these findings, Pierre Bouvard highlights the value of podcast hosts and their ability to convey trust, authenticity, and knowledge. He contrasts this with social media influencers and TV/movie stars, who are primarily celebrity types. Bouvard notes that consumers pay more attention to content they perceive as superior, citing an IAB study that revealed 71% of consumers concentrate heavily when listening to podcasts, compared to 44% when engaging with social media.
Bouvard concludes, “If a consumer sees something as superior in content, they pay more attention. And they’re more attentive and imagine the impact of your ad with all of that attentiveness.”
Maddy Troy serves as a writer and editor for Barrett News Media, with a specific focus on media business, advertising, and podcasting. You can find her on Twitter @Troy_Maddy.
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Media Business
Tom Tradup Named Contributing Editor of All Israel News
Published
3 days agoon
September 29, 2023By
BNM Staff
Salem Radio Network Vice President Tom Tradup has been hired as Contributing Editor of All Israel News, the publication has announced.
In his new role, Tradup will coach the outlet’s writers and editors, and will also provide a weekly column about Israel, the Arab world, and U.S. policy in the Middle East.
“I could not be more thrilled that Tom Tradup has agreed to help All Israel News publish more great content and dramatically expand our traffic, reach, and influence,” founder Joel C. Rosenberg said.
Tradup will continue in his full-time role at Salem Radio Network, in addition to his new role with All Israel News.
“I’m honored to work with Joel Rosenberg and his awesome team. Given that they only launched on September 1, 2020, I’m astonished by just how much they’ve accomplished. They’re breaking stories that are getting picked up by much larger American and Israeli news outlets. They’re getting exclusive interviews with the most powerful leaders in Israel and the Arab world,” said Tradup.
“Also, they’re providing the best daily online coverage of what’s happening with Christians in Israel and the broader Middle East. TBN loves their work and has created a prime-time TV show with Joel as anchor and executive producer. And Joel is being interviewed by Fox News, Newsmax, the Jerusalem Post, and so many other major media outlets because of his expertise and unique perspective on the region.
“Clearly, the Lord is doing something very special here, and at this pivotal moment in history, I’m really looking forward to helping Joel and his colleagues build on this successful foundation and create exciting new content that educates Evangelical Christians about what’s happening in Israel and the region from a distinctly Biblical worldview.”
Media Business
NAB CEO Curtis Legeyt Applauds Court Decision to Complete Quadrennial Review
“This ruling is an important step to compel a review that the record makes clear is necessary to allow local broadcasters to more fairly compete and deliver our trusted, locally-focused programming in a transformed media marketplace.”
Published
3 days agoon
September 29, 2023By
BNM Staff
A U.S. Court of Appeals has handed down a decision providing the FCC 90 days to complete the 2018 quadrennial review. The NAB has shared their pleasure with the decision.
“NAB applauds the Court for recognizing the vital importance of the FCC completing its long overdue 2018 quadrennial review. Today, broadcasters’ service to communities across the country is imperiled by the Commission’s failure to modernize its decades-old media ownership rules,” NAB President and CEO Curtis LeGeyt said. “This ruling is an important step to compel a review that the record makes clear is necessary to allow local broadcasters to more fairly compete and deliver our trusted, locally-focused programming in a transformed media marketplace.”
Earlier this year, the NAB threatened to sue the FCC if it did not respond to a request to postpone the 2022 review until the 2018 review was completed. FCC Jessica Rosenworcel subsequently shared that changes to the commission’s ownership rules were still a work in progress, despite the legal challenges facing the quadrennial review.
However, the broadcaster group has shared its intention of working together with the FCC to find a resolution.
“NAB looks forward to actively engaging with the FCC to forge a path forward and reinforce the essential service provided by free, local broadcast stations in communities across the country.”
Media Business
X Will Be Turning a Profit in 2024 Says CEO Linda Yaccarino
“90% of the top 100 advertisers have returned to the platform in the last 12 weeks alone.”
Published
3 days agoon
September 29, 2023By
BNM Staff
The profitability of X, formerly Twitter, has been a hot topic since the social media platform was purchased by billionaire Elon Musk. His hand-picked CEO, Linda Yaccarino, says the company will be in the black in 2024.
While appearing at the Code Conference, Yaccarino said that since she has taken on the role of CEO, she know sees a path to profitability for the company.
“Now that I have immersed myself in the business, and we have a good set of eyes on what is predictable, what’s coming is that it looks like in early ’24, we will be turning a profit,” Yaccarino said.
During the interview, which has been labeled by observers as “odd” and “uncomfortable, Yaccarino claimed, “90% of the top 100 advertisers have returned to the platform in the last 12 weeks alone.”
In its first 13 years of operation, the social media company has yet to turn a profit. However, the insinuation of profitability by Yaccarino isn’t the first time she’s claimed the company was close to being in the black. In an interview with CNBC in August, she said the platform was “pretty close to breakeven”.
Yaccarino added that she views X as “a new company”, saying it’s a “new day”. She continued by noting that her belief is X is “building a foundation on expression and freedom of speech”, whereas Twitter was “operating on different sets of rules…different philosophies and ideologies that were creeping down the road of censorship”.
