New research from Katz Radio Group finds that radio ranks as the most trusted source of information — and that it is proving itself as a unifying force, even in a historically divisive era in American politics.
According to Katz’s study, radio is the most trusted media among voters, with 8 in 10 calling it very trustworthy or trustworthy. Radio topped newspapers by +5% and magazines by double digit margins. Trust in radio also topped that of TV by +23%, where the lion’s share of political ad budgets is typically spent. Social media was deemed least trusted, with just over a quarter of voters putting faith in it. Radio was considered trustworthy by nearly three times as many voters as social media.
“As different as parties’ political ideologies are, media trust tends to follow suit with sizeable shifts across party lines,” Katz says. “Democrats as a whole expressed the highest level of trust in all media types when compared to their political counterparts. Conversely, Republicans displayed the lowest level of trust in every media, with one exception: social media. Independents took an even harsher view of social media than Republicans, with only 20% putting faith in it (10 points below Republicans, 12 points below Democrats).
The research finds that TV is the most polarized media. Eighty percent of Democrats said they have faith in television, but their Republican counterparts came in 26 points lower. Republican trust also trailed that of Democrats when it comes to newspapers and magazines — by more than 20 points each. Independents also had double-digit chasms in trust vs. party voters when it comes to TV, newspapers, magazines, and social media.
“The one media where Katz found a consensus in trust across parties and Independents was AM/FM radio,” the company said. “Radio earned the top spot as the most trusted media among both Independent and Republican voters, with comparable numbers (80% and 78%, respectively). Democrats reported similar, but even higher trust in radio, at 84%, though it placed second, behind newspapers. While voters wavered in the level of trust they are willing to place in media across parties and Independents, they largely trust what they hear on the radio.”
Katz also says campaigns who view radio as a “home stretch” media — utilized in the final days of the election — are underutilizing the medium. Katz cites findings by Nielsen that “early and often” was key to achieve maximum impact.
“Radio is a trusted environment with vested local connections to consumers of all political affiliations, including swing voters,” Katz says. “Candidates using radio can be sure they’re reaching large audiences of voters on a platform where their voice will be heard — and trusted.”
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