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Audio has the power to sway those reluctant to get a COVID-19 vaccine, according to a new survey from Audacy. 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%), ahead of TV news shows (42%), friends and family (40%), articles in a local (37%) or national (36%) newspaper, and social media (27%).

Audacy commissioned market research firm S. Radoff Associates to complete the study testing audio’s trust and influence during the ongoing pandemic.

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.

“Since the onset of the pandemic, audio has served as a trusted companion for listeners seeking vital information, local news and sports and entertainment,” said Idil Cakim, Senior VP, Research and Insights, Audacy. “As America slowly but surely returns to normal life, the vaccine is a major step toward doing what we all love again – going to sports events, dining at our favorite restaurants or creating memories with loved ones – and our study shows how big of a role audio is playing in inspiring Americans to make a plan to get their shot.”

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.