Radio Hosts--Listeners' BFFs

Of course, we knew this...but it's worth repeating. 

According to findings from a survey of 2700 people done by University of Southern California and Clear Channel, radio personalities develop strong relationships with consumers and are able to sell products better than commercials of social posts alone. Six out of 10 listeners consider radio hosts to be "like a friend." They trust opinions voiced by radio people and listeners say these personalities make an effort to develop personal connections.

"On-air personalities are a key element in defining what makes radio different – and more personal – than any other medium in consumers' minds," says CC Chairman/CEO Bob Pittman. "These personalities...