Human biological predisposition to making social connections

The human biological predisposition to seek social contact reacts to radio more than TV according to Cramer from Psychology Today. He suggests that the greater ambiguity in radio allows for more personal interpretation and hence, more personal connection. Does that ambiguity imply that talk-radio host is perceived as talking directly to you because you are not seeing the other audience? One could also argue that it is the sustained one-on-one relationship between the listener and the host.