A new Techsurvey 2026 report from Jacobs Media suggests that while digital audio options continue to multiply, radio’s greatest strengths remain remarkably consistent: local content, trusted personalities, and human connection. The findings offer valuable lessons for businesses throughout Cache Valley, Northern Utah, and Southern Idaho looking to build stronger marketing campaigns.
Presented by Jacobs Media President Fred Jacobs, the annual Techsurvey analyzed responses from nearly 31,000 highly engaged radio listeners across 506 U.S. radio stations. The study examines how radio’s most loyal audiences consume media and how their habits continue to evolve.
Local Content Continues to Set Radio Apart
One of the most encouraging findings for local broadcasters and advertisers is that local information remains a major reason people tune in. About 40% of respondents said local content is a primary reason they listen, while more than half strongly agree that radio’s connection to the community is a key differentiator.
That’s a trend Cache Valley Media Group sees every day. Whether it’s local news on KVNU, high school sports broadcasts, community events, or coverage on Cache Valley Daily, audiences continue to seek information that directly impacts their lives in Logan, Cache Valley, and surrounding communities.
For local businesses, that reinforces an important marketing principle: consumers pay attention when advertising appears alongside trusted local content.
Personalities Matter More Than Music
The survey found that 60% of listeners cite radio personalities as a key reason for listening, compared to 53% who cite music. According to Jacobs, this shift first occurred in 2019 and has remained consistent ever since.
For advertisers, this is significant. Consumers often develop strong relationships with local radio personalities they hear every day. When businesses align their marketing with trusted local voices, they benefit from the credibility and familiarity those personalities have built within the community.
Cache Valley Media Group’s lineup includes well-known local personalities such as Jeff and McCall on Q92.9, Lynn Simmons on KIX 96.7, Mike in the Morning on KOOL 103.9, and the local hosts heard daily on KVNU. These connections can help businesses create meaningful awareness and recall.
Digital Growth Doesn’t Mean Radio Is Losing
The report found that digital listening continues to grow, with broadcast accounting for 54% of listening compared to 44% for digital platforms. The gap has narrowed substantially over the past decade as listeners increasingly access radio through apps, smart speakers, computers, and connected devices.
Rather than viewing this as a threat, local businesses should see it as an opportunity.
Today’s radio campaigns can extend beyond traditional over-the-air broadcasts through digital products, streaming audio, display advertising, website placements, social media campaigns, video content, and targeted marketing solutions. Businesses can reach consumers wherever they choose to consume content.
Human Connection Beats Algorithms
One of the most intriguing findings involved audience attitudes toward artificial intelligence. The survey tested several positioning statements emphasizing human involvement in content creation.
Among the strongest-performing messages were “It’s free — no subscription required” and “Our music is curated by people, not bots.” The “Guaranteed Human” slogan also scored highly with listeners.
The takeaway for marketers is clear: authenticity matters.
Consumers increasingly value real people, real experiences, and genuine community connections. Businesses that tell authentic stories and showcase the people behind their brands often stand out in an increasingly automated media environment.
Marketing Lessons for Northern Utah Businesses
The Techsurvey findings highlight several important strategies for local businesses:
- Invest in long-term brand building, not just short-term promotions.
- Align your message with trusted local personalities and content.
- Use a mix of radio, digital products, and social media to maximize reach.
- Emphasize authentic, human-centered messaging.
- Stay visible within the community you serve.
- Leverage targeted marketing tools to reach the right audience at the right time.
The Bottom Line
The Techsurvey 2026 data shows that while media consumption continues to evolve, the fundamentals of effective marketing remain surprisingly consistent. People still value local information, trusted voices, and authentic human connection.
For businesses in Logan, Cache Valley, Northern Utah, and Southern Idaho, that creates a powerful opportunity. By combining the reach of local radio with modern digital marketing tools, businesses can build awareness, strengthen customer relationships, and stay top-of-mind when consumers are ready to buy.
Source: Jacobs Media Techsurvey 2026, presented by Fred Jacobs in partnership with Inside Radio and sponsored by Quu.
Ready to Grow Your Business?
Cache Valley Media Group offers a full suite of marketing solutions, including radio advertising, digital products, social media strategies, targeted marketing, streaming audio, video advertising, and sponsorship opportunities. Contact one of our marketing consultants to learn how we can help your business connect with customers throughout Northern Utah and Southern Idaho.
