Audio has the power to sway those reluctant to get a COVID-19 vaccine, followed closely by TV news, according to a new survey from Audacy (formerly Entercom). Results from the radio company’s Vaccine Hesitancy Custom Survey show that audio is the most trusted source of information about the COVID vaccination (46%), just ahead of TV news shows (42%). Friends and family (40%), articles in a local (37%) or national (36%) newspaper and social media (27%) follow.

Audacy commissioned market research firm S. Radoff Associates to complete the study testing audio’s trust and influence during the ongoing pandemic, according to a recent report in InsideRadio.

For the vaccine hesitant population, the research also found that the vast majority of vaccine hesitant U.S. adults (81%) say they will take some form of action if they hear a local radio or podcast host provide information about the benefits of COVID vaccines and recommend that listeners receive a vaccine.

Among additional key findings: More than half (53%) of vaccine hesitant U.S. adults indicate the most useful way to find out about the COVID vaccine through audio is a local radio or podcast host interviewing a medical expert. About half of vaccine hesitant U.S. adults (49%) say they would be more likely to get the vaccine if they hear a local radio or podcast host provide information about the benefits of vaccines and recommend that listeners receive a vaccine.

The study consisted of a survey of a nationally representative population of adults. S. Radoff Associates compiled the data to explore consumer experiences with audio versus other mediums.

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