By Jon Holiday
At its best, radio is powered by people. Personalities who feel like friends, storytelling that creates shared moments, and local content that reflects the lives, weather, issues, and culture of the communities being served. These aren’t nostalgic ideals; they are radio’s core strengths, and the data continues to support that reality.
Findings from last year’s Jacobs Media Techsurvey 2025, which surveyed nearly 25,000 listeners to 500 commercial radio stations across the U.S. and Canada, reinforce the point. “Being local” is not just a slogan—it’s a perceived asset, and its importance has grown since the pandemic. For the seventh consecutive year, personalities overshadow music as the primary driver of broadcast radio listening. Simply put, audiences still come for the people.
The survey also shows that listening to AM/FM radio overall has remained remarkably stable over the past four years. Boomers continue to lead the charge, but even Millennials are “hanging in,” with 81% still listening to radio. The takeaway is clear: radio remains relevant when it meets audiences where they are—now extending beyond the dial into newsletters, smart TVs, short-form video, and other platforms that complement the core product.
That human-first advantage was underscored recently by iHeartRadio’s announcement that it will not use AI-generated personalities or play AI music featuring synthetic vocalists pretending to be human. Billboard reported the move stems from a memo by Chief Programming Officer and President Tom Poleman, launching what iHeart calls its “Guaranteed Human” initiative. The pledge extends to podcasting, with Poleman writing, “‘Guaranteed Human’ is a core promise of our brand… we want listeners to feel it every time they tune in.” Even iHeart’s DJs are now including a “Guaranteed Human” line in their legal IDs—a clear statement of values.
This position contrasts with other industry experiments. A few years ago, Futuri burst onto the scene touting AI personalities, though there has been relatively little follow-up on how widely those tools are being used today. More recently, industry veterans announced a 24/7 AI-driven format business featuring synthetic genre experts who can talk music, reference local weather, and mention local businesses.
There’s no denying that AI is becoming part of radio’s operational toolkit, and experimentation is growing across stations and digital platforms. But the message from both research and major broadcasters is consistent: radio wins when it leans into what technology can’t replace—authentic personalities, compelling storytelling, and a genuine local connection. That’s not just tradition. That’s strategy.
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