Forbes on Radio Growth Since the Pandemic

Last week, Forbes confirmed what you’ve been telling us!

Here are some excerpts from the article:

Radio Listening Is Returning To Pre-Pandemic Levels

 

Brad Adgate

 

Contributor

 

The pandemic forced millions to stay-at-home as businesses were temporarily closed, curtailing commuting hours. As working-remotely became a way of life, some office workers moved away from central cities to sparsely populated outer suburbs and second homes. These workers relied on Zoom calls, emails, chat rooms with more “personal time” to consume media.

 

It has been well documented that at-home media consumption changed during the pandemic. For example, video game playing, streaming video, listening to podcasts and streaming audio all grew. Conversely, the ratings for most television programs including premiere sporting events and awards shows plunged (although TV networks are questioning Nielsen). Additionally, according to Edison Research “Share of Ear” report, the pandemic in-car radio listening dropped by 37% when first quarter 2020 is compared to second quarter. In-car radio listening rebounded when restrictions were lifted in the third quarter of 2020.

 

Prior to the pandemic, the Census Bureau’s annual “Journey to Work” survey for 2019 reported the average one-way commute in the United States grew to a record high 27.6 minutes, a 10% increase from 2006. In addition, a record high 9.8% percent of commuters said their daily one-way commute now exceeds one hour. Commuter time is longest (over 30 minutes) in metro areas with a population of over three million. Motor vehicles (i.e., cars, trucks, vans), whether driving alone or carpooling remain, by far and away, the most popular mode of getting to work, accounting for 85% of all commuters.

 

Even with the increase in web enhanced connected cars, the most popular source of audio infotainment in cars remains AM/FM radio. According to Edison Research in first quarter 2021, terrestrial radio accounted for 87% of all ad-supported in-car listening, followed by SiriusXM (6%), podcasts (5%), ad-supported Pandora (2%) and ad-supported Spotify (1%).

 

In fact, roughly 45% of all radio listening occurs in cars, 32% at home and another 23% of listening at work. Roughly 40% of all radio listening occurs during either AM drive time (M-F 6 a.m.-10 a.m.) or PM drive time (M-F 3 p.m.-7 p.m.) dayparts. The most listened to time period is Mid-day (M-F 10 a.m.-3 p.m.) which accounts for about 27% of all radio listening.

In addition, workers have been headed back to the office. According to the Federal Reserve, in April 2021, 62% of workers were commuting full-time, 18% were commuting some of the time and the remaining 20% were working exclusively from home. The Census reports in 2019, 6% of employees worked from home.

 

With the country reopening and travel and commuting to work on the rise, radio listening has also been on the upswing.

 

“Audio is the soundtrack of the U.S. recovery, with AM/FM radio the leading way for businesses to open and reestablish themselves,” said Suzanne Grimes, EVP Corporate Marketing, Cumulus Media and President, Westwood One. “People are back in their cars, returning to the office and taking much-awaited holiday trips…

 

Now is a good time to connect and/or re-connect with your customers and radio is the efficient, affordable, and powerful way to tell your story.

Local business owners today need an expert to help with the tough business choices of the 21st Century.  Jenn Patin can be that person for you.    Call her anytime @ (337) 344-4723 or email:  jennpatin@big1021.com

Jenn is a local marketing expert with Big 102.1 and can help you with a lot more than just radio advertising. Understanding how to grow market share for your local business is serious business and Jenn is trained to serve businesses like yours with expertise that helps you bring more customers to your business right here in Acadiana.

BIG 102.1 Gets Results With Adults

There is a reason we only focus on adults at Big 102.1. We don’t play music for children or teenagers. It’s because our adult listeners are the key holders to our community, consumers with money, and those most on the move in Acadiana. Calling Jenn starts you on the path to connect with more new customers because of our over-the-air programming, digital and social media, podcasts, and other tools, powerful for business owners just like you.  

Thank you for listening to Big 102.1.

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