Moneyball: “Stationality” or Personality
• The decline in trust for mass media institutions is a well-documented phenomenon. A 2024 Gallup poll, for instance, revealed that the percentage of Americans with a “great deal” or “fair amount” of trust in the mass media has plummeted to 36%, down from 68% in 1972. This growing skepticism towards large, faceless media entities has coincided with the rise of individual creators and influencers. As a 2024 report from the Pew Research Center highlights, many people feel that influencers on social media help them better understand current events, indicating a growing trust in individual voices.
This shift has profound implications for all forms of media, including music radio. While radio has historically been more personal than television or print, the same undercurrents of trust are at play. Listeners are increasingly drawn to authentic, relatable personalities rather than corporate branding.
The data on radio listenership bears this out. NuVoodoo Ratings Prospects Studies have borne out the importance of personalities among the primary reasons for listening, especially among those most likely to participate in radio ratings. This is especially true for Millennials, now aged 29-44.
This deep connection with on-air talent translates directly into engagement and revenue. The same NuVoodoo Ratings Prospects Studies have shown that host endorsements propel purchase decisions beyond other types of radio inventory. Listeners develop long-term, parasocial relationships with hosts, viewing them as trusted friends. This bond of trust is a powerful asset that is sometimes under-leveraged by stations that focus primarily on their brand.
This is not to say that the station brand is irrelevant. A strong station brand provides a sense of consistency and identity. It can be a quality filter, assuring listeners that they can expect a certain type of music, a particular style of presentation, and a connection to their local community. However, in the current media landscape, the station brand is most effective when it serves as a platform for its personalities.
Think of the station as the stage, and the hosts as the stars of the show. The brand can provide the resources, the reach, and the framework, but it’s the individual talent that creates the deep, lasting connection with the audience.
While voice tracking, AI, and other tools may be employed to meet the demands of 2025 budgets, music radio needs a “personality-forward” hybrid model for the most important dayparts:
> Actively showcasing hosts and shows, featuring them prominently in marketing materials, on the station’s website, and especially on social media.
> Giving hosts more freedom (and support) to develop their voice and connect with their audience in authentic ways.
> Utilizing personality-driven endorsements and live reads to enhance the effectiveness of ads.
In the research concerning personalities that NuVoodoo conducted for Country Radio Seminar, we found five key points that made the DJs and hosts listeners enjoy stand out. Number two among those five was “Relatability and Personality” (“Humor and Entertainment” was number one). Concepts like “authenticity,” being “down to earth” and “genuine” were mentioned frequently. Many respondents regard these hosts as friends and relate to them as people within their social sphere. “Community Engagement” was another key point, with many citing hosts who engage with the community and participate in local events.
The erosion of trust in mass media and the rise of the individual creator is not a fleeting trend. By elevating key personalities, stations can tap into the power of human connection, build deeper and more meaningful relationships with their listeners, and create a more resilient business model. The station brand doesn’t disappear with this hybrid model; it becomes the platform that empowers voices that can be the heart of radio for 2025 and beyond.
The fall book is less than three months away. If you’re worried about the outcome of the spring book, it’s a perfect time to review options for research. If you’re worried about maintaining momentum in the fall book, it’s a good time to look at the latest tools available for marketing. We’d love to help your stations stay ahead of the competition with effectively priced offerings in both marketing and research. An email to leigh@nuvoodoo.com will get you to the top of my stack. — Leigh Jacobs
