As Americans quarantine at home, Local Broadcasters are on the front lines providing critical information during this time of crisis. Katz Radio Group will be updating the marketplace regularly with new insights about how America's perceptions and behaviors are changing toward radio, communities and brands.
COVID-19: Changing Media Behavior in Times of Crisis
Radio's "Same/More" Story
In these days when people are going out less, doing fewer things and having less contact with people, it's good to see that there's a same/more story to tell for radio.
NuVoodoo research finds that Radio continues to be a go-to for live and local updates during the COVID-19 outbreak, with close to one third of listeners reporting more usage since the onset, and using radio to stay informed on cases in their immediate area.
NuVoodoo also continues to find that the percent of people listening to the same or more radio is not significantly impacted by work status changes, dayparts, or station type. The vast majority of radio listeners are listening to the same or more radio.
Note: Chart is interactive
Checking in with Small and Medium Businesses
What do SMBs need from us right now?
Local businesses are reeling from the impact of the COVID-19 outbreak. More than half of Borrell's Small and Medium Business Panel state that the outbreak is having a large negative impact on their business - one they can see lasting an average of 7.5 months. 52% of businesses expect to spend less on marketing, while 44% plan to spend the same or more.
But there are opportunities for local media companies and agencies to help. When asked what would be of the most use for them, the top answer was consultative help with creative ideas and solutions to help businesses deal with the current situation.
Ad Category Impact - Network TV
Kantar is tracking COVID-19's impact on key advertising categories by analyzing the number of :30 commercials running on the top 25 national TV networks, in comparison to the same week last year.
Overall spots are down -5% for week 1, and -10% for week 2, but each category tells its own story. As expected, household supplies and OTC remedies are up, while travel and motion pictures are severely down. Restaurants are down, but did improve week over week, perhaps as brands were able to pivot to take-out and delivery models.
Other categories that are up include financial, insurance, and surprisingly, automotive. Telecom and personal hygiene/hair care did an about face for week two and are now down - along with food, beverages and retail.
Note: Chart is interactive
Radio Leads At-Home Celebrations of Home Team Love
Wisconsin stations Jump Around!
What happens when you mix radio, home team love, and stay at home orders? You get neighbors out on their driveways for a statewide 3pm dance party to House of Pain's "Jump Around" - led by local radio stations! Two local Wisconsinites had the idea, WIXX-FM in Green Bay led the charge, and more local stations joined the movement. The people of Wisconsin love their Badgers and the "Jump Around" tradition at UW football games - and local radio stations around the state tapped into that sense of community pride to motivate people to get up, get out of their houses and dance!
Check it out on the E! News Instagram
The Evolving Landscape for Consumers & Brands
As the majority of Americans #stayathome another week, marketers continue to take actions in response to the COVID-19 crisis. Keep updated with the links below.
April 10th - Kantar - The Impact of COVID-19 on the Retail Landscape - From supply chain disruptions to shopper sentiments to economic swings, our experts will help address your most pressing issues today while keeping you on the right path for tomorrow. Register here.
April 14th - Nielsen - Client webinar to review the Nielsen Audio March 2020 Radio Market Report, the first month of data during the COVID-19 pandemic. Nielsen clients register here.
April 15th & 16th - The Radio Advertising Bureau in partnership with Jacobs Media Strategies will be hosting a LIVE online presentation of findings from a new survey entitled “Radio Listeners’ Behavior During the COVID-19 Crisis.” Registration is free for RAB members and advertisers. Register here.
More from Katz
Click here for previous releases of Katz's Sound Answers.
For more insights from Katz Radio Group, visit our Insights Hub.