Sound Answers

We've seen much evidence throughout the summer of Americans getting back on the road after pandemic-related restrictions took hold in early spring. Now, according to a recent Cars.com survey, it looks like Americans are ready to hop in their cars for one more getaway to mark the end of summer.

6 in 10 Americans plan to travel this Labor Day weekend (a far cry from the 36% on Memorial Day), and 88% of those traveling are doing so by car. The two most popular destinations are to visit friends and family (42%) and the beach (36%). And distance is no object for the 26% planning to travel more than 100 miles on their trip. 

Chart is interactive; click to enlarge. 

Road trips and radio go hand in hand. Radio is inherently local and in virtually every car, making it a valuable resource for these road trippers, both at their destinations and along the way. It's a source of entertainment and the most up-to-date news, traffic, and weather relevant to their location - including what stores, restaurants, and attractions are open for business. And for those businesses looking to reach this active audience segment, AM/FM radio dominates in-car messaging opportunities. According to Edison's Q2'20 Share of Ear data, 6 out of every 10 minutes spent listening to audio in a car is to AM/FM radio - more than satellite, streaming, and owned music, combined. 

For more information from Cars.com

LISTENING OUT-LOUD OR ON HEADPHONES - NIELSEN NOW HAS IT COVERED

This week Nielsen announced a new measurement enhancement that will better account for the variety of ways listeners choose to hear AM/FM stations. While PPM technology excels at picking up stations playing out-loud, it had proven insufficient in properly capturing panelists' headphone listening. To remedy this lost listening, Nielsen set out to identify headphone usage levels and develop a lift factor to apply to a station's quarter hour estimates. 

Based on this work, which included a survey of 5,000 former PPM panelists, we now have new data on just how Americans are choosing to engage with AM/FM content. 

Chart is interactive; click to enlarge. 

The lion's share of AM/FM listening is done over-the-air - more specifically, OTA without headphones (78%). In fact, virtually all of OTA radio listening is done without headphones; only 2% of total quarter hours comes from OTA headphone listening (1.1% wired, 0.8% wireless). 

Where headphones come into play more significantly is with AM/FM streaming, which makes up about 20% of all radio quarter hours. As was the case with OTA, the largest chunk of streaming occurs without headphones (12%). However, unlike OTA, headphone listening is close behind at 8% (4% wireless, 3.5% wired), comprising over one-third of streaming quarter hours. With the previous PPM measurement, this headphone listening was largely missed by meters. Starting in October, Nielsen will use the new headphone survey data to establish lift factors for individual demos that they will apply to PPM numbers to more accurately reflect all streaming listening. 

AM/FM fans are getting savvier in how they enjoy their favorite radio content - whether it's over-the-air, streaming, listening out-loud for the world to hear, or privately in their earbuds, consumers have more choices than ever. Thanks to Nielsen's new adjustments, we will now have a better idea of the true audio landscape, which shows that listeners are finding their AM/FM content where and how they want it. 

For more information from Inside Radio

2020 has been a year marked with social unrest, as well as widespread activism. Citizens have taken a stand on many issues, and as evidenced by supportive messaging, donations, and social media boycotts, many brands have done their part as well. The Diversity and Inclusion Study presented by Entercom shows how radio fits in to today's socially-active environment, and why brands will benefit from the opportunity to promote their initiatives and engage with radio listeners. 

The study finds that heavy radio listeners are +28% more likely than the average American to choose a brand that takes a stand on current issues and supports local causes. They are also more likely to want brands to be agents for change by taking on civic issues such as voter registration (+8%), donating to nonprofits (+18), and engaging with political leaders (+14%). 

Chart is interactive; click to enlarge. 

Looking at the Black Lives Matters movement in particular, the study found that heavy radio listeners prefer companies that support diversity - they are +47% more likely think positively about the brand, and +20% more likely to buy a product from a brand that supports the movement.

It is clear that consumers want their favorite brands to embody social and civic responsibility. With today's consumers so attuned to such causes as diversity and inclusion, brands need to make smart decisions on what they say, and where they say it. Radio provides advertisers with a brand-safe and trusted environment, with established local connections to consumers across demographics. Brands that choose radio have access to content that aligns with their values, and the ear of civic-minded listeners that appreciate and reward socially-responsible efforts. 

For more information from Entercom

In the countdown to Election Day, let Katz help you navigate the media landscape and reach local voters across the country with the Local Vote 2020 Political Interactive Guide.

In it you will find:

• Governor, Senate, and U.S. House of Representatives races
• Political windows
• State political leanings
• Voter media usage by state, market, and party affiliation
• Winning 2020 with Multicultural Americans
• Battleground state "Fast Facts"
• And more to come!

Click to launch the interactive guide. 

September 9th - Merkle - Get Local: Making your Media Relevant for Today. Webinar will discuss the tools and ingredients needed to deliver a personal, localized experience with media. From data and tech to localized media and demand tools, Merkle will share real examples and case studies to help businesses get local and stay relevant with your media. Register here. 

September 10th - MediaRadar - An Insider's Look at Changes in Consumer Advertising. Todd Krizelman Co-founder & CEO of MediaRadar dives into MediaRadar's data to give an insider's look into the current state of Consumer Advertising, including key insights into which industries are struggling and cutting ad spend, as well as which industries are not. Register here. 

States have been taking steps to ease business restrictions to varying degrees, while some are reevaluating and pausing the process. Marketers need to carry on reassessing and adapting their actions in response to local regulations. Keep updated on state-by-state and category-specific actions with the links below. 

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

For more information on tracking America's recovery in terms of employment, finances, leisure, and travel, from CNN

Click here for previous releases of Katz's Sound Answers.

For more insights from Katz Radio Group, visit our Insights Hub.