Listeners tune in to radio for many different reasons; listening to their favorite song, traffic and weather updates, the day’s top news, and overwhelmingly to catch up with their favorite radio personalities.

Statistics from a recent study out of Vision Critical show that 52% of radio listeners tune in to a station specifically to hear their favorite personalities and shows.  51% of respondents feel that their favorite hosts are “like my friends or family” and 46% say those personalities are “opinion leaders that I trust.”  A recommendation from a listener’s favorite personality is like getting advice from a friend. Advertisers can best benefit from these key facts through radio endorsement campaigns, connecting with listeners and influencing their buying habits.