News brief
Audacy study finds listeners 27 percent more likely to be influenced by topic experts than celebrities
Audacy published its Power of Influencers study in the week of October 28, 2026, and Talkers reported it on November 3. Podcast listeners are 27 percent more likely to be influenced by topic experts than by well known celebrities.
By Talkers · Published · Announcement date
Talkers reported the Audacy Power of Influencers study on November 3, 2026. Audacy published the study on its insights blog in the week of October 28, 2026, and Radio Today Australia covered it on October 28.
The headline finding is direct. Podcast listeners are 27 percent more likely to be influenced by topic experts than by well known celebrities.
The Audacy work also draws on the Podscribe Benchmark Report and the MRI Simmons April 2026 Podcast Report. Audacy argues that mid sized shows with loyal audiences drive stronger conversion and tighter cost per acquisition than celebrity led shows.
WHY IT MATTERS
Mid sized and expert led shows now have a sourced number for sponsor pitches. A loyal mid sized audience converting better than a large celebrity audience is a claim hosts repeat often. This study, dated October 28, 2026, puts Audacy research behind the 27 percent figure.
The study is an October 2026 release reported again on November 3. It is covered here with its original date intact, not as a November launch.
Announcement date: October 28, 2026
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