By Jon Holiday
Sometimes, a single listener story says it all. The following are actual comments from a real listener. Our company had the pleasure of working with this personality for a number of years.
“I am literally in tears and look like a mess from crying. I’m such a fan of Sandy Beeler on Mix 96.7! I tell my husband she’s my best friend and she doesn’t even know it. I could be crying in my car about something (because I’m emotional), and then Sandy will have me dying of laughter.
After talking about how much I love her, my work bestie, Andrea, thinks I’m a stalker.She reaches out to her and tells her I’m her biggest fan (no lie). On my last day at work, Sandy showed up with flowers and a card. Sandy you’re amazing to listen to and you’re such a vibe. Thanks for making my days brighter.”
Stories like this prove what research continues to show: personalities are the number one reason listeners tune in… even ahead of the music.
That’s one of the key takeaways from the 2025 Jacobs Media Techsurvey, released this spring. The annual study now in its 21st year surveyed roughly 24,500 core radio listeners across 500 stations in the U.S. and Canada. While these are people already inclined toward radio, the findings reveal both encouraging signs and serious challenges.
Here’s what stood out:
- Personalities beat playlists. For seven straight years, DJs and hosts have topped music as the main driver for listening.
- Local still wins. “Being local” isn’t a slogan — it’s become more important since the pandemic.
- Car listening rules. 66% say they listen because it’s easy in the car, followed by “because it’s free.”
- Younger listeners are still reachable. Even Gen Z — the least engaged group — reports 84% listen to AM/FM at least an hour a weekday.
- Personality turnover hurts. Changes in air talent are a growing reason people listen less.
- Tech is both friend and foe. Smart speakers, mobile, and even smart TVs are becoming listening devices as traditional radios disappear. But more dashboard tech in cars means more competition for attention.
The survey also noted that while radio’s digital evolution continues, it has slowed. New audience touchpoints now include newsletters, short-form video, and smart TV audio. Podcasting is mainstream, and social media remains a powerful driver of news consumption and buying decisions.
The bottom line:
Radio can’t out-stream Spotify, but it can out-connect it. Strong personalities, local relevance, and genuine listener relationships remain our strongest differentiators. The more we double down on those, the better our chances of not just surviving but thriving.
View the full presentation and webinar at Jacobs Media’s website.
About Radio Consulting Services
Radio Consulting Services is the multi-format consulting and programming services company advising stations on how to grow their audience. Every day, our winning Programming and Consulting team keeps radio stations on top. For more information on how Radio Consulting Services can help your company gain more listeners, achieve higher ratings and grow revenue, contact info@radioconsultingservices.com