Home Login RADIO ONLINE RSS Facebook
Advertisement

Audacy Study Finds Audio Creators Drive Trust & Sales


Audacy
Audacy

Audacy's new State of Audio: The Creator Effect study highlights the growing power of radio and podcast personalities as key players in the creator economy, with audiences rewarding authenticity and local connection over social media polish.

According to the report, audio creator revenues have more than doubled since 2020, driven by what Audacy calls "the creator effect" -- hosts and DJs whose influence stems from trust and personal connection rather than follower counts. The study found that radio listeners are twice as likely to trust recommendations from their favorite personalities as they are from traditional social influencers.

Listeners also see their favorite hosts as part of their daily lives. Eight in ten music station listeners tune in specifically for their favorite radio personality, while a third say they feel more connected to their community because of local radio. Among podcast audiences, nearly six in ten trust ads read by their host, and three-quarters have purchased a brand after hearing it endorsed on their favorite show.

For advertisers, the halo effect is clear: 44% of listeners feel a stronger connection to brands that support their favorite creators, and campaigns featuring authentic host partnerships have delivered measurable lifts in awareness, sales, and ROI.

Audacy's CMO Jenny Nelson said the findings reinforce the power of voice in modern marketing. "The future of the creator economy is mic-powered," she wrote. "Authentic, influential, and impossible to ignore."

Download the full State of Audio: The Creator Effect report from Audacy here.

Advertisement

Latest Radio Stories

KCRW Lays Off 10% of Staff After Federal Funding Cuts
KCRW-FM Santa Monica CA
KCRW-FM Santa Monica CA
Santa Monica Public Radio KCRW-FM (89.9) has laid off 10% of its staff following the elimination of federal funding for public media, according to a report from the Los Angeles Times. The cuts include several of the station's most recognizable air personalities -- Jeremy Sole, Jason Kramer, and Jose More

Audacy Debuts Wisconsin Sports Radio Network
Wisconsin Sports Radio Network
Wisconsin Sports Radio Network
Audacy has launched the Wisconsin Sports Radio Network, a statewide platform that unites local shows and stations to serve sports fans across Wisconsin. Milwaukee's WSSP-FM (105.7 The Fan) is the flagship, anchoring a lineup that debuted last month. Initial affiliates include Midwest Communications' WNFL More

Deadline Nears for 2026 CHRoF Nominations
Country Radio Hall of Fame
Country Radio Hall of Fame
The deadline to submit nominations for the Country Radio Hall of Fame (CRHoF) Class of 2026 is fast approaching, with entries due by October 31. While nominations are accepted throughout the year, any received after that date will be considered for the Class of 2027. The CRHoF More
Advertisement

KOSI 101.1 to Launch 24th Annual All-Christmas Format
KOSI-FM/Denver
KOSI-FM/Denver
Bonneville's KOSI 101.1 Denver will once again ring in the holiday season with its signature all-Christmas music programming, marking the 24th year of the station's festive tradition. The switch to nonstop holiday music begins Thursday, November 13 at 5pm, following a live broadcast from 4-6pm at the Moxy More

Study Shows AM/FM Radio Boosts Pharma Brand Awareness
Cumulus Media and Westwood One
Cumulus Media and Westwood One
A new Harris Poll Brand Tracker study reveals that an over-the-counter pharmaceutical brand achieved major gains in awareness, favorability, and usage from its 2025 AM/FM radio campaign-despite spending seven times less than on linear TV. The findings were detailed this week in Cumulus Media | Westwood One's More

WXXX/Burlington PD Kwame Dankwa Exits, New PD Sought
Vox Media
Vox Media
Vox AM/FM confirms that Kwame Dankwa is no longer Program Director of CHR WXXX (95 Triple X) serving Burlington, VT-Plattsburgh, NY, citing a difference in programming direction with management. Vox AM/FM has opened a search for a new Program Director & Brand Ambassador for WXXX. Candidates should send More

Return to Menu

Advertisement

Subscribe to our Newsletter
Radio news and headlines delivered right to your e-mail box -- and it's free.

Advertisement

Advertisement