Personality: Radio is the most personality driven media. Since radio can't rely on expensive TV studios the audience identify with the actual personalities. Some of the most high profile television personalities including Ricky Gervais who started out on London's XFM before finding fame in The Office, started their careers on radio. Chris Tarrant (a long time former breakfast show host of 95.8 Capital FM in London) was known to millions of people in London before he was seen on TV. It is the strength of the personalities on radio that make audiences respect the judgement and opinions of their favourite presenters.

A Friend: Radio is constantly described as being “like a friend”, and levels of trust in radio  are extremely high across most demographic groups, especially younger people, higher socio-economic groups and heavier radio listeners.

Reach: Over 90% of the population will listen to the radio during a week this is a figure of 44.6 million adults over the age of 15.

Trust: Trust in radio is also higher than average among the group which The Henley Centre calls “discerning consumers”. A significant group (now 15% and growing), they are in the vanguard of brand activism: they are quick to complain about brands as well as pass on recommendations. They are likely to be younger, upmarket, full-time working and heavy internet users. They are also 10% more likely to be medium or heavy Commercial Radio listeners.

Endorsement: Radio Presenters are perceived as local celebrities and as respected members of smaller communities.

Emotional: Trust in radio, unlike other media, is both rational AND emotional. Both sets of needs are fulfilled for the listener, but these vary at different times of day according to listening mode and editorial context.

Loyalty: The average person listens to radio for more than 10 hours per week!

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