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
May Flowers are on the Way for Radio
After weeks of sheltering-in-place, Americans are taking steps towards re-emerging into the "next normal." The radio industry has been waiting for signs of this next phase in consumer behavior, which Nielsen has now delivered: recent PPM data is showing upward momentum for radio listening.
Looking at Nielsen's analysis of unweighted preliminary quarter-hour listening levels by week, May listening is up +22% from April lows. As of mid-May, total week radio listening has reached 82% of its pre-COVID levels, while weekends are now at 94%.
Chart is interactive; click to enlarge.
Heavy Radio Listeners Are Economic Heavy Lifters
"AM/FM Radio is the soundtrack of America's re-opening."
A recent Nielsen Consumer Study shows that heavy radio listeners are more than ready for their local businesses to reopen, and will have no problem opening their wallets when that happens. Heavy listeners are more likely than the average American to go out and shop after the crisis is over - and they're more likely to spend more on home improvements, automotive-after-market purchases, travel, and more!
Chart is interactive; click to enlarge.
Heavy radio listeners are preparing for some major purchases when the COVID crisis is over. They are +29% more likely than the average American to make a postponed purchase within one month after the pandemic. And within a year, they are +39% more likely to buy/lease a vehicle, and +22% more likely to buy a new house.
For brands looking to reach and influence prime consumer targets, AM/FM delivers.
Consumer Expectations for Reopening Companies
Here's what brands can do to ensure they maintain consumer trust as local economies reopen - and how radio can help.
According to recent data from NuVoodoo, consumers have certain expectations for trusted companies coming out of the COVID crisis. Brands taking measures to protect consumers' personal safety is paramount, as well as taking care of the community. What is also just as important is for brands to be transparent and publicize their safety measures.
Chart is interactive, click to enlarge.
Local radio is an effective vehicle for companies looking to promote what they're doing to keep their consumers safe. Brands will need to tailor messages by area, to ensure each location's specific requirements are met at the right time. Local radio can bring brands into these communities and connect to prime consumer targets, more likely to shop and spend more than average (Nielsen Consumer Survey). And radio reaches these consumers at times when such messaging is most relevant - as they're in their cars, out running errands - and most likely to impact store decisions.
May 18th - Kantar - Advertising in the time of COVID: The customer response. Using in-depth consumer trend surveys conducted both before and after the onset of the COVID crisis, this webinar will provide marketers and media companies with an important lens into how consumer behavior and attitudes are changing. Register here.
May 20th - MRI-Simmons - Media Planning and Psychographics in the age of COVID-19. Webinar will share learnings from MRI-Simmons' COVID-19 consumer study and offer profiles of two new media planning segments that have emerged as a result of the crisis. Register here.
May 21st - GfK - Developing Effective Ad Campaigns in the Age of COVID-19. Webinar will look at smart strategic and tactical approaches to developing, assessing, and monitoring ads during the pandemic. Register here.
May 21st - Edison - Podcasting: Connection and Community During Quarantine. Presenting findings from the Podcast Consumer Tracker, collected continuously before and during the current COVID-19 crisis, and is the industry’s only look at how podcasting’s audience, not just their downloads, has been impacted by the pandemic. Register here.
The Evolving Landscape for Consumers & Brands
The landscape continues to evolve as more 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 on state-by-state and category specific actions with the links below.
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