Dentsu: Radio Hosts Are ‘Super-Influencers’ For Brands.

Broadcast radio remains the most widely used audio format in North America even as podcasts, streaming platforms and video-driven audio continue to reshape listening habits, according to a new Dentsu consumer study that argues radio hosts and podcast personalities now function as “super-influencers” for brands.

The report found 55% of North Americans engage with live radio through standard receivers on at least a weekly basis — higher than podcasts, streaming radio, or video podcasts. Another 50% said they regularly listen to live radio streams online.

The findings suggest audio content continues to maintain its historic advantages as a companion medium woven into consumers’ daily routines. The survey found listeners most often consume podcasts or radio while doing chores, driving, cooking, relaxing or exercising. One-third said they most frequently listen while doing chores, while 30% cited driving.

Dentsu says multitasking remains one of audio’s biggest strengths. Three in ten respondents said they engage with podcasts and radio because they can listen while doing something else with their hands, while another 28% said they prefer audio because it allows them to engage in other screen-based activities at the same time.

The report also points to growing “screen fatigue” as a driver of audio consumption, especially among younger audiences. Nearly a quarter of respondents said podcasts and radio stimulate them differently than visual media, while 23% said they feel overstimulated by screens. Gen Z listeners over-indexed heavily on screen fatigue as a reason they turn to audio content.

“Consumers are reporting very frequent engagement with audio,” the report says. “This represents a huge opportunity for brands to garner their attention without competing with all the content they are exposed to visually.”

At the same time, consumers continue to place a premium on programming when selecting shows. More than a third (36%) 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%. Guests, fewer ad breaks, and alignment with personal values also ranked high.

But the report’s most significant finding for broadcasters and advertisers may be the degree to which trust in hosts translates directly into brand perception. When respondents were asked how much their trust in a host or radio personality influences how they feel about a brand discussed on-air. More than half of respondents — 53% — said their trust in a host or radio personality influences how they feel about a brand either ‘a lot’ or ‘somewhat.’” Younger audiences showed the strongest response. Half of Millennials and 46% of Gen Z respondents said trusted hosts significantly shape how they feel about brands featured in programming.

Dentsu describes radio personalities and podcast hosts as “super-influencers” that can make or break consumers’ trust in a brand given how they become a companion in consumers’ everyday lives. “They have major pull on their listeners when they speak about brands — so businesses should start thinking about them as influencers with a built-in brand integration playbook,” it says.

That influence translates into consumer behavior. The survey found 37% said they are more likely to purchase a product or service featured in a favorite radio program or podcast. The strongest purchase lift again came from younger consumers. Nearly six in ten Gen Z respondents and about half of Millennials said featured brands increase their likelihood to purchase.

The report also suggests authenticity is critical to successful sponsorships. Consumers responded most positively when brands align with their values, provide listener perks, or have a strong thematic or local connection to the content itself. “Start with the programs that live in close proximity to your brand, either geographically or thematically,” Dentsu advises marketers.

The study also delivers a warning for broadcasters and podcasters about advertising overload. Nearly half of respondents — 45% — said “too many ads” is the top reason they would stop listening, switch stations, or skip ahead. Another 34% cited repetitive advertising, while 31% said ads that are too long drive them away.

Consumers also showed frustration with advertising that feels disconnected from programming itself. Roughly one-quarter said irrelevant ads or content built more around sponsor interests than audience engagement are likely to cause tune-out. In contrast, music interruptions ranked much lower as a listening frustration than commercial clutter and poor ad relevance, reinforcing the growing importance of ad experience and frequency management in both radio and podcasting.

The Dentsu study was conducted online in April among roughly 1,400 adults in the U.S. and Canada.