One thing I’ve learned working in digital and radio at Guaranty Media: People don’t just trust ads, they trust people!
A new analysis from Audacy that I just read on RadioInk.com confirms it. Radio hosts, podcast personalities, and on-air talent aren’t just reading scripts. They’re closing deals because their voices carry credibility.
Nearly 2 out of 3 radio listeners say they tune in because of the host. That kind of loyalty? You can’t buy it with ad dollars alone.
What stood out to me:
Live Endorsements are 2.7x more effective than standard radio commercials.
In podcasts, that number jumps to 5x more engagement when the host reads the ad.
And here’s the kicker: 67% of people say they’re more likely to purchase a brand after hearing a host’s recommendation.
Why? Because it doesn’t feel like a pitch. It feels like a friend sharing something they believe in.
A great example: Evamor, a naturally filtered artesian bottled water brand, partnered with 104.5 ESPN’s After Further Review, hosted by Matt Moscona.
Matt has built a reputation for delivering authentic, memorable endorsements that drive real results for his partners. His connection with the audience goes beyond the airwaves, it influences behavior.
That’s why when people see Evamor they say: “Oh, that’s Matt’s water!”
Because great messaging sticks. And even better, it converts.
The takeaway:
If you’re not aligning your brand with real voices and real stories, you’re missing out.
For me, it’s about more than ads. It’s about helping brands connect through real voices because people don’t trust logos, they trust people.
That’s one of the many reasons why Guaranty Media is committed to having live and local talent on all of our stations — Eagle 98.1, 100.7 The Tiger, 104.5 ESPN, and Talk 107.3.
Find the full article from Radio Ink about the study here.
YOUR SUCCESS
IS ALL THAT MATTERS TO US
At Guaranty Media, we firmly believe that when you win, we all win! Our commitment lies in getting you the results you desire. When designing our digital and marketing campaign strategies, our team of dedicated experts keep one thing in mind- YOUR GOALS! This drives every decision we make, and we tailor our campaigns to ensure your success. With Guaranty Media, you are not just a client; you are an integral part of our journey. Welcome to a world of boundless possibilities, where YOUR SUCCESS IS ALL THAT MATTERS TO US!
