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
More Reports of Increased Radio Usage
In unprecedented times, it's important to keep your finger on the pulse of your consumers - or better yet, several fingers.
The NuVoodoo Media Consumption Trend Report has been a reliable source of self-reported listener behavior during the COVID-19 pandemic, but it's not the only one. Media companies, Mindshare and Havas Media, have also been investigating changes in media consumption during this crisis.
These three studies, from different sources, and collected at various points during the pandemic, all point to the same trend: 3 in 10 people are reporting more radio usage since the onset of the virus. .
The Havas study also finds that number to hold true for young adults as well - one third of adults 18-24 report listening to more radio these days.
Chart is interactive; click to enlarge.
The Car is Back - In More Ways than Ever
It's a mode of travel, a retro pastime, a personal refuge, a makeshift office - and it's good news for radio - the car is making a comeback.
After weeks of stay-at-home order impacts, car usage is beginning to rebound across the country. According to traffic analytics company INRIX, personal travel has been increasing daily since mid April. Every state is seeing increases in travel compared to last week, though levels vary.
With actual destinations broadly limited to essential businesses due to the pandemic, consumers are learning to enjoy the journey. According to a survey conducted by Cars.com, nearly 60% of parents and 45% of non-parents have turned to the "Sunday drive" as a safe and fun outdoor activity during the pandemic.
Or perhaps the car is becoming a destination on its own. Cars are serving as personal offices for more than 1 in 4 Americans as they work from home during the pandemic. And 53% of parents admit to using their car as a spot to get some time away from their homes and kids.
BIA Releases Revised Post-COVID Local Ad Forecast
The turbulent economic effects of the COVID-19 pandemic are reflected in BIA Advisory Service's revised local advertising revenue forecast.
BIA lowered their ad revenue projections to $144.3B - a 10.6% decrease from their previous 2020 forecast, and a 3.6% decrease from 2019.
Over-the-air radio revenue is predicted to hit $11.4B, down 13% from the pre-COVID forecast. Local radio, along with local television are both feeling the impact of decreased ad spend by leisure and entertainment, restaurants and retail companies, as well as sports cancellations.
Consumers Are Making Plans - Advertisers Should Be Part of Them
Times are tough, but as more of the country takes steps to reopen, consumers are eager to look ahead, resume their lives and enjoy their communities again.
MRI-Simmons' recent Consumer Insights Study examines sentiments and behaviors during the pandemic, including what consumers are looking forward to doing after it is over. Not surprisingly, spending time with friends and family tops the list, chosen by 59% of people. Also on this list are places and activities that were shuttered during the pandemic - restaurants, bars, nightclubs, stores, movie theaters and gyms.
Even with their doors closed, local advertisers in these categories have an opportunity make meaningful connections with consumers by staying on-air. Brands that continue to advertise and maintain (or gain) share of voice will ensure they stay top of mind with their consumers who are already making plans for when restrictions are lifted.
Chart is interactive; click to enlarge.
The Evolving Landscape for Consumers & Brands
The landscape continues to evolve as states take steps to ease stay-at-home and non-essential business restrictions. Marketers need to carry on reassessing and taking actions in response to local regulations. Keep updated with the links below.
May 6th - Kantar - Advertising in the time of COVID: How brands are reacting. Webinar will cover brands and media channels are adapting to this new reality, including: advertising spend trends across media platforms; how different vertical categories are responding to the crisis; analysis of crisis-themed ads as brands seek to forge new connections with consumers. Register here.
May 7th - Nielsen - Adapting Advertising to a New Normal: Insights, Trends & The Path Forward During COVID-19. Webinar will cover shifts in media consumption, learnings from previous disruptions, using measurement to prove that marketing is not discretionary, and key marketing strategy action items to ensure marketplace success
today and tomorrow. Register here.
More from Katz
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