AI: Smash Hit or Trash Hit?
Broadcasters have a big question to wrestle with in the months ahead: whether or not to put AI talent on their stations?
Listeners seem to be split right down the middle. 50% said they would be somewhat or very interested in AI program hosts or disc jockeys on their favorite local radio station. 38% said they would have no interest at all. However only 14% say they are VERY interested versus 38% with no interest at all. The study does vary by market size. Listeners in large markets (market 1-30) have more interest than those in smaller markets. 54% of larger market listeners are somewhat or very interested compared to just 44% of smaller market listeners who would be.
| 2023 Total | Markets 1-30 | Markets 31+ | 2022 | |
| Very interested | 14% | 15% | 12% | — |
| Somewhat interested | 36% | 39% | 32% | — |
| Not at all interested | 38% | 37% | 40% | — |
| Would not affect my listening | 13% | 9% | 16% | — |
Ratings data tells a mixed story as well. In a follow-up study in December 2023, Program Directors, who had implemented AI talent in the last year, were confidentially asked if AI Talent in the last six months was performing better, worse or about the same as the previous Talent. All programmers said “about the same, but it is too early to really tell.” (24 radio stations)
The National Listening Study for FMR Associates and Eastlan Ratings is conducted from March-October each year. The statistically projectable national survey of 1500 25- to 64-year-old adults from the thousands surveyed each month by Eastlan/FMR was demographically balanced and geographically representative. Perception of AI on their favorite radio station was a new question in 2023.
