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Podcasts for immersion; radio for entertainment (iHeartMedia research)

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:

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.”

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