Broadcast radio continues to hold a dominant place in the daily lives of North American consumers, even as podcasts, streaming platforms and video-based audio compete for attention, according to a new consumer study from global marketing and advertising company Dentsu.
The study found that 55% of North Americans listen to live broadcast radio through traditional receivers at least weekly — a higher percentage than podcasts, streaming radio or video podcasts. Another 50% reported listening to live radio streams online on a regular basis.
For local businesses in Northern Utah and Southern Idaho, the findings reinforce what many advertisers working with Cache Valley Media Group already see firsthand: trusted local personalities and consistent audio marketing continue to build meaningful connections with consumers in ways many digital-only platforms struggle to replicate.
Across Cache Valley, local businesses have long leveraged on-air live reads, personality-driven campaigns and integrated digital products through Cache Valley Media Group radio stations and Cache Valley Daily to create brand familiarity and long-term customer trust. The Dentsu findings suggest that strategy aligns closely with broader consumer behavior trends nationwide.
The report argues that radio personalities and podcast hosts now function as “super-influencers” because of the trust and companionship they develop with audiences during everyday routines. On-air radio personalities were the original “influencers,” with their endorsements and recommendations still carrying significant weight with their audience today.
“Consumers are reporting very frequent engagement with audio,” the report states. “This represents a huge opportunity for brands to garner their attention without competing with all the content they are exposed to visually.”
The survey found consumers most often listen to audio while multitasking. About one-third said they most frequently consume podcasts or radio while doing chores, while 30% cited driving. Other common listening situations included cooking, exercising and relaxing.
Several live programs produced by Cache Valley Media Group radio stations are also made available on a variety of podcast platforms. We have seen steady growth among our podcasts as people listen to programs when it is convenient for them, or to re-listen to segments and features they already heard live on-air.
Dentsu said one of audio’s biggest advantages is its ability to accompany consumers throughout the day without requiring visual attention. Three in ten respondents said they value podcasts and radio because they can listen while doing other tasks with their hands, while 28% said audio allows them to continue engaging with other screen-based activities simultaneously.
The report also points to growing “screen fatigue,” particularly among younger consumers, as a major reason audio continues to thrive. Nearly one-quarter of respondents said podcasts and radio stimulate them differently than visual media, while 23% said they feel overstimulated by screens. Gen Z listeners showed especially strong interest in audio as an alternative to constant screen exposure.
For marketers in Logan, Cache Valley and surrounding communities, those findings may help explain why audio advertising continues to deliver strong engagement despite growing competition from social media and video platforms.
The study found content selection remains highly personal. About 36% of respondents said subject matter or genre is the most important factor when choosing a radio station or podcast, followed by music selection at 33% and host personality at 31%.
That emphasis on personalities may be especially important for local marketing campaigns.
More than half of respondents — 53% — said their trust in a host or radio personality influences how they feel about a brand discussed on-air either “a lot” or “somewhat.” Younger consumers showed even stronger responses, with roughly half of Millennials and 46% of Gen Z respondents saying trusted hosts significantly shape their perception of featured brands.
Dentsu said those relationships effectively turn radio personalities and podcast hosts into “super-influencers” with substantial ability to shape consumer trust and buying behavior.
“They have major pull on their listeners when they speak about brands,” the report said, adding that businesses should think of hosts as influencers with “a built-in brand integration playbook.”
The survey found 37% of respondents said they are more likely to purchase a product or service featured in a favorite radio program or podcast. Purchase influence was strongest among younger audiences, with nearly six in ten Gen Z respondents and about half of Millennials saying featured brands increase their likelihood of making a purchase.
For local businesses considering targeting marketing strategies in Northern Utah, the study highlights the importance of authenticity and local relevance. Consumers responded most favorably to sponsorships and advertising partnerships that aligned naturally with programming content, reflected their values or offered meaningful listener benefits.
That localized connection remains a major strength for community-focused broadcasters. Cache Valley Media Group’s combination of local radio personalities, community events, digital products, high school sports broadcasts and hyperlocal news coverage through Cache Valley Daily gives advertisers opportunities to connect with audiences in trusted environments that are already woven into daily routines.
At the same time, the Dentsu report cautioned broadcasters and podcasters against excessive advertising clutter. About 45% of respondents said “too many ads” would cause them to stop listening, change stations or skip ahead. Another 34% cited repetitive advertising, while 31% said ads that are too long drive them away.
Consumers also expressed frustration with advertising that feels disconnected from programming or overly focused on sponsors rather than audience engagement.
The findings reinforce a growing industry emphasis on well-targeted, locally relevant marketing campaigns that integrate naturally into trusted content rather than relying solely on volume or repetition.
The Dentsu study was conducted online in April among approximately 1,400 adults in the United States and Canada.
If you are interested in learning more about how your business can tap in to Cache Valley Media Group’s already well-established “super influencers,” reach out to us here and one of our qualified marketing consultants will follow up with you.
