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Radio Personalities Still an Influence
A study conducted by the University of Southern California's Annenberg School for Communication and Journalism that examines the unique relationship between broadcast radio listeners and on-air personalities confirms that listeners feel they have a genuine relationship with their favorite radio personalities.
Among the key findings of the study, underwritten by Katz Radio Group, are highlighted. For more on the study, go to katz-media.com.
| 47 | Percent of study respondents who considered or purchased products recommended by their favorite radio personalities. | |
| 51 | Percent of study respondents who considered or purchased a product advertised during their favorite personality's show. | |
| 70 | Percent of study participants who reported that they follow their favorite radio personalities and/or radio stations via social media channels. | |
| 72 | Percent of respondents who talk to their friends about their favorite personality or what they heard on the program. | |
| 75 | Percent of study respondents who reported that they turn on the radio because they know their favorite personality is on the air | |
| 82 | Percent of study respondents who expressed feelings and exhibited behaviors consistent with the phenomenon known as parasocial identification." |
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