Radio ‘Leading The Way’ In Creator Economy.

Audacy’s just-released “State of Audio: The Creator Effect” report plays up radio’s importance in helping to grow the creator economy, with authentic and trusted voices who not only connect with listeners but effectively connect those listeners with advertisers.

“When people hear ‘creator economy,’ broadcast talent isn’t the first thing that comes to mind, but it should be,” Audacy’s report says, “because if the real measure of influence is connection and impact, radio isn’t just relevant — it’s leading the way.”

The Community Connection

The report notes the eroding trust in social media influencers and how radio has always filled this need. “Consumers are craving something that feels less like clout-chasing and more like community-building,” Audacy’s report says, “and that’s where local radio steps in. Long before reels and sponsored posts, the original influencers were behind a mic, creating culture and community one broadcast at a time. It’s the morning show banter, the laughs, and the voices who feel like friends that keep us coming back.”

Backing this up are findings from an Audacy study conducted earlier this year showing that a third of music format listeners feel more connected to their community because of their local radio host, with eight in 10 tuning in specifically to hear their favorite host. Additionally, seven in 10 (69%) agree that they value radio for local hosts who share local experiences.

“These hosts are more than entertainers — they’re friends,” Audacy Chief Marketing Officer Jenny Nelson says. “In fact, many have described radio hosts as the original influencers. Long before ‘creator economy’ was a buzz phrase, they were building loyalty, trust and communities. Today, they’ve leveled up: anchoring morning shows, launching podcasts, engaging fans on social media, and showing up live at community events. Your favorite sports announcers, morning show hosts, and podcasters are fielding the future of influencer marketing one mic at a time.”

Audacy’s report notes how radio shows win by building communities that connect with listeners and being “a trusted voice [that] turns listeners into fandoms and families. This is active engagement – not just passive reach,” the report says. “From call-ins to social chats to showing up at live events, fans help shape the shows they love. Creators naturally embrace interaction, and hosts know their communities, not simply by numbers, but by name.”

‘Authenticity Over Everything’

The report also highlights the importance of “authenticity over everything” when it comes to content. “Audiences aren’t looking for polished anymore. They’re craving real,” it says. “Not only does it generally feel good to connect — it’s also become make-or-break for creators. Your listeners can sniff out the dupes, and hosts will pay a price for the ultimate crime: fake and phony. Gen Z especially rejects over-polished try-hards and transactional influencer culture.”

For listeners, a major part of this connection is wanting their favorite hosts everywhere, not just radio. “We’re not just tuning into shows; we’re following our favorite voices,” the report says, “and as those voices expand across platforms, they bring their fandoms with them — opening the door for brands to show up in more places, with more impact. For creators, video boosts discovery. For advertisers, it unlocks fresh ways to show up — think in-studio branding and product placements.”

Branding That Sparks Action

Audacy’s study shows that nearly half (44%) of AM/FM radio listeners agree that “ads delivered by [an] audio host/personality get more of my attention than recorded commercials,” while these listeners are 100% more likely to trust recommendations and endorsements from their favorite personalities. “The magic of radio combines reach with resonance,” the report says. “Listeners think of their favorite hosts as part of the crew, people they know and trust. So when those voices vouch for a brand, it feels personal. That built-in influence doesn’t just capture attention — it sparks action.”

Indeed, the survey also shows that nearly three out of four listeners (74%) have purchased a brand after hearing an ad from a radio host, and 84% recommended the brands to friends or family. More than half (52%) sought additional information about the brand, with younger listeners more likely to have done so: 16% more likely for adults 18-24, and 27% more likely for 25-34s.

The report’s advice to advertisers and programmers when it comes to making the most of hosts’ connection to listeners? “Let hosts use their voice, share their perspective and shape content in ways that feel natural. Build long-term collaborations [that] unlock loyalty, creativity, and better ROI. Partner on campaigns that reflect [creators’] passions [that] resonate harder and drive deeper engagement. [Encourage] brands [to] explore new formats and integrations[that] can become part of the story and stand out in ways static ads never could. [And] combine the insight of research with the trust of a host, and you’ve unlocked a formula that works.”