iHeartMedia released results of a consumer survey about how listeners relate to audio presenters — radio and podcasts hosts. iHM partnered with PMX (part of Publicis Media) to execute the study, which is titled Exploring the Brand Benefits of Trust and Companionship in Audio. The field work was conducted by Magid.
The field work was conducted by Magid, and included quantitative and qualitative questions highlighting the role that different audio channels play in the lives of audiences when it comes to trust and companionship.
The overall results combine to form what iHeart calls a Trust Halo — a unique relationship between audio listeners and hosts.
Some key takeaways being promoted by iHeart:
- Radio listeners are 129 percent more likely than listeners of other audio platforms to say they listen “to be entertained.”
- Podcast listeners are 158 percent more likely than listeners of other audio platforms to say they listen “to immerse myself.”
- Radio hosts are seen as some of the most relatable and trusted influencers, when compared to other vertical such as TV and social
- 67 percent of podcast listeners and 74 percent of heavy podcast listeners (defined as the top 25 percent of hours listened per week) say that podcasts “motivate and inspire me.”
- 71 percent of podcast listeners and 79 percent of heavy podcast listeners say that podcasts “educate/teach me something new.”
The research also included a study in which audio listeners were asked to give up radio and podcasts for three days. Participants reported feeling “lonely,” “disconnected,” and “more overwhelmed doing simple tasks.” One radio listener said it “felt like I was being excluded from a conversation.”