Moneyball: Six Key Ideas for On-Air Talent
• Last week we wrote about presenting a research study at Country Radio Seminar 2025. We highlighted on-going listener interest in remote broadcasts and showed the large numbers who say they never see any local Country stations broadcasting live around their towns. Those data are based on a 1,500-person study of Country music fans ages 18-54 nationwide, including nearly 1,200 Country radio listeners and 1,000 Country radio P1s. A video recording of the full presentation from Country Radio Seminar is viewable here.
In the study, 22% say the DJs are a part of their community, another 24% say the DJs are entertaining, and 15% like at least a few of the DJs on the station — that’s over 60% of the audience who say hosts have an impact as shown in the chart below. As you might expect, on-air hosts have slightly less impact for younger adults, but they remain impactful for a good number — even among 18-24s.
Many Country radio listeners gave us names of personalities they enjoy. Beyond asking about names alone, we asked them to “tell us about the things that make the Country radio DJs and hosts you enjoy listening to stand out from others.” We ended up with little essays from over a thousand in the sample. Happily, AI is great at sifting through these types of answers and summarizing what’s said. We pared down the initial seven points that came back from AI into six key areas:
- Humor and Entertainment (The most common theme)
- Many listeners enjoy DJs who are funny, lighthearted, and entertaining.
- Jokes, pranks, and playful banter were frequently mentioned.
- Listeners appreciate DJs who keep the mood upbeat and engaging.
- Relatability and Personality
- Respondents frequently mentioned that they feel like the hosts are friends or people they can relate to.
- Some stated that DJs are “down to earth” and “genuine.”
- The best personalities feel authentic and easy to connect with.
- Knowledge of Music and Artists
- Listeners appreciate DJs who know a lot about Country music and share insights about the artists.
- Some respondents like when DJs tell stories about musicians or give other context to the songs.
- Community Engagement
- Respondents noted that hosts who engage with the community, participate in events, or share local news stand out.
- Many respondents enjoy it when DJs give updates on concerts, ticket giveaways, or play audience requests.
- Music Selection
- Some respondents simply like the DJs because they play good music.
- The perception that the DJs pick the music remains.
- Mixing Country eras was a highlight for many.
- Interactive and Engaging Content
- Respondents enjoyed DJs who interact with listeners through call-ins, games, trivia, and contests.
- DJs who involve the audience in the show make it more engaging.
As noted last week, point number 5 grabbed our attention: LISTENERS STILL BELIEVE THAT HOSTS PICK THE SONGS. So, they connect the good feelings they have about the mix of music with those hosts, of course. It’s a great reminder for hosts that they need to reflect passion and enthusiasm for every song every time they present it. Even when they’re burned, a title likely remains a favorite for listeners.
While listeners appreciate authenticity from hosts, talking about the music on the station is a case where everyone is better served by a bit of acting. Think about it in terms of a restaurant. Would you prefer the server to compliment your meal choice … or let you know they’re a little tired of the item you chose from the menu?
Of course, these data are specifically about Country radio, which may enjoy slightly greater loyalty from listeners than some other formats. We would expect, however, that the numbers are directionally consistent with what we’d see for other formats. In today’s battle with streamers like Spotify and Apple Music, where they have the technological edge for song selection (including a SKIP button) and fewer and shorter commercial breaks (if any), ensuring we maximize the contribution of our on-air hosts seems obvious.
The Spring Book is about a month away. NuVoodoo would love to help your stations stay ahead of the competition with our effectively priced offerings for both marketing and research. An email to tellmemore@nuvoodoo.com will get you quick attention from the right member of our team.
Additionally, NuVoodoo marketing guru Mike O’Connor is publishing important marketing insights from our latest general study, NuVoodoo Media and Marketing Study 25, twice every week at nuvoodoo.com/articles.
