Coleman Insights recently sat down with ten radio listeners between the ages of 24 and 46 and asked what they like, dislike, and value about Radio. 

Ten people certainly don’t represent 200 million-plus weekly listeners. But what they said is worth paying attention to. 

One word kept bubbling to the top: 

Connection. 

They like Radio because it’s easy. Turn it on. No searching. No scrolling. No deciding which of Spotify’s millions of songs you’re emotionally prepared for at 7:13 in the morning. 

They appreciate hearing weather and traffic instead of looking at another screen. They like trivia, celebrity gossip, funny stories, everyday conversations, and hearing a song they forgot they loved. 

Several said Radio also gives them an escape from the heavier stuff going on in the world. 

There were complaints, too. 

Song repetition? Every listener mentioned it. 

Too much heated political talk? A turnoff. 

Bad commercials? Yep. 

One listener wished commercials “got a little help from the radio channel, because some of them just aren’t that good.” 

Ouch. 

Interestingly, listeners didn’t say they hated commercials. One even said they liked them because they made Radio feel current. 

There’s an important distinction: 

People don’t necessarily hate advertising. They hate advertising that wastes their attention. 

Then there was AI. 

Listeners overwhelmingly preferred real human personalities. One liked hearing little imperfections—even a cough—because it proved somebody was actually there. 

Another said if Radio replaced its people with AI, “at that point it’s a streaming service.” 

Exactly. 

Radio doesn’t beat Spotify by trying to become Spotify. 

Radio wins by being what Spotify can’t be: 

Local. Live. Unexpected. Useful. Entertaining. And wonderfully human. 

Now, I’ll add one of my own Radio pet peeves. J 

Some stations tease an interesting local story or fun fact… then say, “For the rest of the story, visit our website or app.” 

Just finish the story! I’m listening right now! 

If I’m driving, I’m not going to remember to look it up later. And I probably don’t want another reason to stare at a screen anyway. 

You had my attention. Then you sent me somewhere else. How do you suppose listeners feel when that happens? What do they murmur under their breath? 

Whether you’re a manager, salesperson, copywriter, or the salesperson who also has an air shift at 2:00… 

Protect that connection. 

It IS Radio’s greatest competitive advantage. 

Duane Christensen
Ens Media

If you’d like to learn how our SoundADvice program can help your entire Radio sales team open more doors, protect more clients, and create more revenue, email me at [email protected] to request more info. We’ll send you the important details ASAP. And it costs less than 3 lattes a week.