Radio Scores as Most Trusted Medium: iHeartMedia Shares Survey Results

According to the results of a survey just released by iHeartMedia radio is81 more trustworthy than cable TV27 more trustworthy than network TV36 more trustworthy than public TVradioamp160Two times more trustworthy than social mediaamp160Trust and audio are not new bedfellowsamp160 especially as it relates to broadcast radio which remains at the top in audio listenership amp160That trust is based largely on the unique bond listeners have with their favorite onair radio personalities amp160Choosing a personality to keep you company as you commute or amp8220whisper in your earamp8221 atamp160workamp160creates a powerful relationship one that listeners think of as personal complete with the emotional connection Thatamp8217s what makes the recommendations from personalitiesamp160be perceived as even recalled as wordofmouthamp160from a friend and resonate in a way that hasamp160long benefited savvy advertisers amp160But the empirical proof that more people trust radio than any other medium is eyeopening amp160The iHeartMedia survey reveals that 85 percent of listeners believe radio personalities make radio amp8220more real and expressive than other mediaamp8221 amp160Eighty percent say they feel radio personalities care about their audience and care about amp8220things that matter to meamp8221Gayle Troberman Chief Marketing Officer for iHeartMedia is not surprised though amp160Long an audio advocate even in her previous roles helming marketing at Microsoft and IPG Troberman believes that amp8220one big reason you see stats like amp82169 out of 10 people listen to radioamp8217 is the deep relationships fans have with their favorite personalities and shows amp160You drive to work together every day for years and listeners feel they really know the DJ through his or her honest unscripted conversationamp8221As the largest purveyor of radio with 850 stations reaching a quarter of a billion people nationwide iHeartMedia has a double reason to be happy amp160It emerged from the survey as the most trusted radio brand twice the trust of some competitors amp160Why amp160Bob Pittman Chairman and CEO of iHeartMedia points directly to their amp8220live local and human focusamp160 We empower our onair personalities to curate the conversations content and culture that are important and relevant to the everyday life of their specific audiencesamp8221 he says amp160amp8220Itamp8217s this amp8216human firstamp8217 approach to programming that differentiates usamp8221That trust transfers to advertisers creating Pittman says amp8220the perfect context for brands wanting to connect and build deep relationships with their consumersamp8221amp160Troberman agrees and has been leveraging those DJlistener relationships to boost both audiences and advertising revenue by partnering closely with brands to help deliver results through audio so the survey results are a point of satisfaction amp160amp8220Itamp8217s not only that our brand is trusted but itamp8217s important to all marketers to really recognize how radio literally speaks to consumers amp160Planners especially can be rock stars with their clients by tapping into this undervalued medium because the listeners respond amp160Itamp8217s the trust amp160They buy what their amp8216friendsamp8217 amp8211 the personalities amp8211 recommendamp8221Like the results of the survey iHeartMedia advertisers have felt the power of those trusted relationships amp160Citing their recent headlinegenerating success story for the film Bohemian Rhapsody which included implementing the biggest roadblock in radio history by simultaneously playing the eponymous song across 650 of their stations Troberman uses an analogy to describe the power of friendsamp8217 recommendations amp160amp8220You39ve probably gone to a million restaurants because someone you trust said 39I had the best pasta of my life last nightamp8217 or amp8216you have to try the pizza at this place39 amp160Bohemian Rhapsody was a really interesting example of partnering with the studio marketing team and lots of our onair personalities to make a movie and a band relevant to entirely new generations who didn39t necessarily know Queen or the song amp8216Bohemian Rhapsodyamp8217 or even Freddie Mercuryamp8221While perceived wordofmouth impact applies to influencing almost any purchase automotive to QSRs the onetwo punch of radio is that 8 in 10 listeners feel the content and DJs align with their values amp160Troberman notes that amp8220we reach them in moments and markets and genres whether itamp8217s Country Top 40 Urban or Sports and always communicate in relatable waysamp160 This lets brands tap into the relatable content of hundreds of our local personalities who live in these markets as well as big national programs where the live daily conversation is in the moment making it more trustworthy and relevantamp8221Troberman acknowledges that they are hearing from a lot of clients that trust is an important part of how they make investment decisions amp160So in these days of trustscarcity for brands as well and mediums picking radio as that marketing bedfellow sounds like the right moveamp160Sourcesamp160 AskSuzy Survey December 2018 iHeartMedia amp8220Influencer Marketingamp8221 April 2018Photo at topamp160amp160Charlamagne Tha God cohost of quotThe Breakfast Clubquot on New York39s Power 1051 speaks with host Bobby Bones Photo by Rich FuryGetty Images for iHeartMediaPhoto aboveamp160amp160Recording artist Steve Aoki right w radio personalities from left Charlamagne Tha God DJ Envyamp160and Angela Yee of quotThe Breakfast Clubquot Photo by David BeckerGetty Images for iHeartMediaClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Radio Scores as Most Trusted Medium: iHeartMedia Shares Survey Results

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E.B. Moss

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Radio Scores as Most Trusted Medium: iHeartMedia Shares Survey Results

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