Survey: Air Talent Just Want To Have Fun But Angst Is Running High

 

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Story by Inside Radio

Despite the often-uphill climb of succeeding as an air talent, nearly 700 radio personalities surveyed by Jacobs Media say they go on the air to have fun, to entertain and because it is an emotionally fulfilling job. The money and fame rank near the bottom of the barrel among the main reasons jocks want to be on the radio.

“Being happy and working with good people, regardless of market size” is the ultimate professional goal, selected by more personalities in the fourth annual survey of on-air talent than being a major player in their market, maximizing their own personal brand or moving into programming and management.

Three in ten on-air talent surveyed by Jacobs for the AQ4 survey expect to make more money in 2022 when all the ways they are compensated are combined, including salary, bonuses, and personal appearances. About half expect their compensation to stay the same and 16% expect to make less. In light of the current economic environment, just under half (45%) of the survey sample said they are uncomfortable asking for a raise while 45% said they are somewhat or very comfortable. And with all the talk about a potential U.S. recession, nearly two thirds say they worry about that or about general reductions in staff at their station or company. Women expressed a higher level of concern than men.

Being known as a “radio lifer” is a badge of honor for many in the industry and the survey suggests that will continue with today’s on-air workforce. Just under three in four (72%) said there is an excellent or good chance they will spend their entire career in radio. However, there are differences in this sentiment across generational lines. Nine in ten Boomers feel this way, compared to 72% of Gen X and 55% of Millennial personalities.

The survey also turned up some areas where on-air talent see room for self-improvement. While nearly two thirds (63%) said computer/tech skills are important for on-air success, only 36% rate themselves as excellent in this skill. Similar gaps exist in the areas of social media skills (59% said it’s important, 30% rated themselves as excellent at it) and having a solid understanding of technology/trends (58% vs 30%).

“Most people who are on the air realize that they're very good at getting on stage at a concert, or making a sales appearance or working a remote, or maybe even scheduling music,” Jacobs Media President Fred Jacobs said during a Thursday webinar. “But when it comes to social and tech-oriented areas, there clearly are some gaps and they are not really being filled in.”

As previously reported by Inside Radio, the average radio personality now wears three “hats” and one-third wear four or more. The smaller the company, the more “hats” are worn by talent. For example they may be on the air for more than one station in the cluster or company. In fact, nearly half have added job responsibilities since COVID began, the data show, with a notable increase in the last year. “Everybody is quite busy and those days of four and out the door are really a thing of the past,” Jacobs said. And as stations employ fewer people, 60% of talent surveyed report feeling angst and insecurity. “Not surprisingly, stress levels continue to run very high,” Jacobs said. “We've been tracking this and it is consistently high in terms of angst and stress in the air studio.”

As the industry looks to increase the number of women occupying key roles, most of the sample (55%) agree there is equal opportunity for advancement for men and women in radio today. But those numbers are down by five percentage points from their pre-COVID levels. And more than half of women surveyed disagree there is gender equality for advancement.

On a lighter note, Peter Frampton’s “Do You Feel Like We Do was voted the No. 1 all-time favorite bathroom break song, capturing 31% of the vote. The live version of the 1976 classic clocks in at just under 14 minutes!

“Radio Talent in the Post Pandemic Era” surveyed 678 currently employed and 72 unemployed talent from July 12-26. All responses were collected online via the databases of Jockline Daily and Jacobs Media and through word of mouth, meaning the sample doesn’t represent all radio air talent.