Research: Audio Host Endorsements 'Deliver Results Hard to Ignore.'

Citing in-house and outside research, along with a case study, a new report from Audacy quantifies the effect of radio or podcast hosts' endorsements of advertised products – specifically their impact vs. regular commercials, and to what degree they strengthen listeners' connection to, interest in learning more about, or intent to purchase brands.

“Whether it’s a podcast influencer weaving a product into their storytelling, or a radio host passionately sharing their favorite go-to restaurant, host endorsements pack in an unmatched energy, delivering results that are hard to ignore,” Audacy Senior Manager, Research and Insights Deepika Das says in Audacy's Insights blog. “When it comes to audio advertising, there’s a special kind of magic that happens when a trusted host champions a brand.”

Noting that nearly two-thirds of radio listeners say they choose the medium for its on-air talent and hosts, the blog lays the groundwork for the power of host-read brand messages. “Audio hosts have significant influences in their fans’ lives,” Das says. “This connection creates a unique opportunity for brands. When hosts share their genuine experiences with a product or service, it feels more like a trusted friend’s recommendation than an ad.”

Indeed, AM/FM radio listeners are 2.7 times and podcast listeners five times more likely to agree that “ads delivered by an audio host/personality get more of my attention than recorded commercials,” according to Jacobs Media's 2024 Techsurvey.

Audacy's own study of more than 1,000 AM/FM or podcast listeners 18+ finds they are 74% more likely to agree that they feel a stronger connection to a brand when endorsed by a favorite local radio or podcast host, 57% more likely to agree to want to learn more about a host-recommended brand, and 67% more likely to agree to purchase a brand after a host recommendation.

“Audio hosts have the unique ability to take listeners through every stage of the purchase funnel,” Das says. “This isn’t just advertising – audio host endorsements foster a relationship built on trust. When listeners hear recommendations from someone they admire or feel connected to, those messages carry weight. Those recommendations feel authentic, shaping consumer perceptions and driving action.”

Audacy's blog cites an example of such authenticity in an ad campaign for hydration product Liquid I.V., airing on Payne Lindsay's podcast “Up and Vanished,” set in Alaska. Lindsay's endorsements were woven into the show’s narrative, as he shared how he used the product while researching and recording the season to stay hydrated through elements, terrain, and long hours. “The authenticity of the message made it memorable and impactful, showcasing the power of aligning brand messaging with the host’s real-life experiences,” Das says.

For advertisers, the takeaway is clearly that “audio host reads and endorsements are more than just ads – they’re moments of genuine connection that build trust and inspire action,” Das says. “If you’re looking for a way to amplify your brand’s voice, it’s time to lean into the power of audio influencers, because when a trusted voice says your name, listeners don’t just hear the message – they embrace it.”