FINDINGS FROM JACOBS MEDIA TECHSURVEY 2025
Radio's mastery of local consumer connections is among its unique and most enduring assets that advertisers can leverage to achieve meaningful consumer engagement. Findings from Jacobs Media Strategies' recent Techsurvey 2025 show that listeners of all ages continue to be drawn to radio's local and personal nature.
9 IN 10 LISTENERS LOVE RADIO'S LOCALISM
Radio stations speak to consumers on a local level - and listeners embrace that localism. 88% of listeners believe that radio's local quality is one of its best assets, and more than half (54%) strongly believe so. Radio's local essence is highly valued by all age brackets, especially Gen X.
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AM/FM RADIO BUILDS BONDS WITH LISTENERS
Radio's localism may be the basis for an even more personal sense of attachment among listeners. 6 in 10 say a main reason they tune in to radio is the feeling of connection with it that they don't get with other types of audio. This regard is felt across all ages, but is strongest among Gen X listeners. And the feeling is growing! 2025 marks the highest level recorded by the Techsurvey, with an overall increase of +12% since 2020.
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ON-AIR PERSONALITIES FOSTER CONNECTIONS WITH LISTENERS OF ALL AGES
A major driver of this listener connection is personal: radio's on-air talent. This year, 61% of radio listeners say a main reason they tune in to radio is to hear particular DJs, hosts, and shows, +5 points above hearing their favorite music and artists. Listeners of all ages appreciate this personal, human connection, with highest levels seen among Gen X and Millennials.
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The Techsurvey finds that half of radio listeners want to further the connection to their favorite local on-air personalities off the air. 51% of listeners are interested in meeting personalities and hosts from their favorite station out and about in the local area and at events. This number balloons to 64% for Gen Z and Millennials, who are the most interested in engaging with their favorite DJs and shows in person.
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Radio provides brands the unique opportunity to use mass media to build personal consumer connections in local markets. By partnering with local radio stations and on-air personalities, brands can establish a meaningful presence in communities and authentic connections with listeners of all ages.
