Sound Answers

March brought with it the beginning of stay-at-home orders for Americans, drastically impacting daily life, from people's employment and activities, down to their media consumption. And one thing we know about radio is that atypical days lead to atypical listening. But in these unprecedented times, no one knew what exactly that listening would look like. Were people tuning in? Where were they listening? 

Nielsen's analysis of the new March PPM audience data answers those questions and demonstrates radio's strength and resilience during the first month of COVID-19's impact. 

96% REACH RETENTION

AM/FM retained 96% of its February audience through the month of March - true for A18-34s, as well as Hispanic listeners - Black American listeners retained 97% reach. 

Listeners continued to tune-in throughout the day as they adjusted to their new stay-at-home lifestyle, with between 89% and 95% audience retention across dayparts.

Chart is interactive; click to enlarge.

OUT-OF-HOME REMAINS ROBUST

Out-of-home listening, a major point of concern when stay-at-home measures were enacted across the country, remained robust. Overall, 71% of March radio listening occurred out-of-home, compared to 74% for February. By the last week in March, the in-home share grew +29% from the first week, but was still dwarfed by out-of-home listening by a factor of 1.63. For essential workers continuing to commute and work outside the home, to everyday Americans heading out for essential items, radio is marching on! 

Chart is interactive; click to enlarge.

For more information on Katz's analysis of the Nielsen data

Radio stations and personalities are showing up - all day, every day. 

Stations are contending with stay-at-home and work-from-home orders while still broadcasting new, live content every day - often from personalities' own homes. They're navigating the fine line of being informative and entertaining, of providing normalcy and escapism, and being of service to their local communities.

Jacobs Media Strategies conducted a survey of radio fans to check in on how they're feeling about radio during the COVID-19 crisis. 

LISTENERS ARE ENGAGING ACROSS PLATFORMS

Listeners are finding more ways to connect with their favorite home stations. Echoing Nielsen's out-of-home findings, listeners are still reporting "a lot" of usage in-car and while working outside of the home - though numbers are less than they'd be under normal circumstances, according to Jacobs. In addition to out of home sources, listeners are taking advantage of all available platforms to access AM/FM content. They are reporting "a lot" of streaming usage, via station websites, apps, and smart speakers, as well as on their regular radio at home. 

Chart is interactive; click to enlarge.

WHY ARE THEY ENGAGED?

6 in 10 listeners rate their home station as "excellent" during the COVID-19 crisis. They are reporting the right amount of outbreak content, and hitting the right notes of humor, information and formatted content. Amid the crisis, fans still want the basics: their music, shows, personalities, and knowing that their station is supporting the local community.

Chart is interactive; click to enlarge.

For more information on the Jacobs research, for RAB members 

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. 

For more information on regulations by state, from the New York Times

For more information on updated marketer actions, from AdAge

For more information on updated grocer actions, from Grocery Dive

For more information on tracking Network TV ad counts by category, from Kantar

April 21st - RAB - This special, (FREE for members) RAB live presentation features renowned financial expert and radio host Dave Ramsey. Erica Farber, President and CEO RAB hosts Dave Ramsey for this leadership through unprecedented times session focused on what broadcasters need to be thinking about now to weather the storm while serving their communities of listeners and advertisers. Register here.

April 22nd - Mintel - COVID-19: Analyze and Act - Mintel's consumer lifestyle and trend experts lead a 30-minute spotlight on the US market and how brands and consumers are responding to COVID-19. Register here.

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