Sound Answers

If content is king, then platform certainly holds the keys to his kingdom. Without these important keys, the king's words are ineffective, his ideas lost, and he becomes powerless. What are these vital keys that platforms hold? TRUST. 

In the latest Total Audience Report, Nielsen investigates advertising trust across platforms. In today's world of ever-increasing platforms, content, and advertising, consumers' trust is in high demand, but low supply. However, Nielsen finds that regardless of age, the platform that consistently stays at the top of the ad trust ranker is radio. 

RADIO TOPS IN TRUST

Radio ads are the most trusted among adults 18-34, ahead of TV, other audio sources, apps/websites, and social media. Adults 35-49 and 50+ also put their trust in radio, but at levels more on par with the other legacy media, TV. The platform consistently trusted by the least amount of consumers, regardless of age, is social media. 

Chart is interactive; click gray circle to enlarge.

Radio is the ideal platform for advertisers looking to make their voice heard and their message count. Radio, along with its streams, are trusted environments with vested local connections to consumers across all demographics. Radio provides the best chance for messaging to break through, resonate and not be mistrusted by listeners - young or old. 

For more information from Nielsen. 

A LOOK AT DRIVING LEVELS ONE YEAR AFTER PANDEMIC LOWS

Consumer mobility has been a good indicator of the country's recovery status, providing insight into whether consumers are spending more time at home due to lockdown restrictions, or getting back on the road resuming their usual daily activities. A Katz analysis of Apple Mobility Trend Report data shows that this April, Americans are taking to their cars at rates above pre-COVID levels, and illustrates just how far we've come since last April.

DRIVING LEVELS +37% OVER PRE-PANDEMIC BASELINE, +76% ABOVE LAST APRIL

The Apple Mobility Trends Report looks at the volume of directions requests in Apple Maps as a proxy for the number of Americans using their cars on a given day. Comparing current volume to a pre-COVID baseline of January 2020, the nationwide average for April 2021 is up +37%. Every state, and Washington, DC, is experiencing driving levels above the pre-COVID baseline as well.

Looking back to April 2020, when consumer mobility bottomed out, the nationwide driving search volume dipped -39%  below the pre-COVID baseline. Every state was below the baseline, with Hawaii experiencing the worst impact, down -68%. 

Map is interactive; click gray circle to enlarge. 

Bearing in mind any seasonal fluctuations, Apple's data shows positive signs of renewed activity and normalcy across the country. Increased consumer mobility sets the stage for more radio listening in local markets. As more consumers increase their car usage, whether resuming their work commutes, or running errands, they will have more opportunity to tune in to their favorite local stations. 

For more information from Apple. 

CABIN FEVER TURNING INTO TRAVEL BUG FOR BOOMERS

According to a recent study by AARP, more than half of Boomers plan to travel in 2021, and most are hopeful and excited to do so. That isn't surprising, as 58% of them saved their unspent 2020 travel dollars for future travel. Boomers intend to spend more than $6K on travel this year, on an average of 4 trips - both figures lower than what they had anticipated last year, but higher than GenX and Millennials. 

Some travel changes in mind for Boomers in 2021 are a desire to wait for the vaccine (47%), only traveling domestically (58%), choosing less crowded destination (28%),  only traveling with immediate family (24%), and more road trips (23%). In fact, the car is the top choice for domestic travel this year, surpassing flights (50% vs 37% of trips). Traveling by personal vehicle is overwhelmingly deemed to be the safest mode of transportation by Boomers (94%). 

Those who intend to travel domestically are likely to be in the "idea stage" still, with the highest percentage looking to travel in the summer. Top destinations resemble past years, and include Florida, California, Las Vegas, New York and Texas. AARP does note that a wider variety of smaller market destinations were mentioned for 2021, though none of those make it onto the list of most popular destinations.

ENGAGE BOOMERS WITH AM/FM RADIO

With the number of vaccinated Americans increasing daily, brands hoping to take advantage of the growing travel bug should act now, and look to radio. AM/FM Radio delivers high reach and high engagement among adults 55+.

According to March RADAR data from Nielsen, more than 84 million A55+ tune in each week, and listeners spend 2 hours 54 minutes with radio each day. A Hubbard Radio analysis of Q4'2020 Edison Share of Ear data shows that AM/FM radio makes up 85% of the time A55+ spend with audio.

Boomers have the desire and the means to travel in 2021, making them prime consumer targets for tourism boards, hotels, resorts, attractions, and countless other travel industry advertisers. For 2021 travel and beyond, smart brands should look be speaking to Boomers in a high reach and engaging environment - AM/FM radio. 

For more information from AARP.

April 21st - Nielsen & BIA - Online Gambling and the Promise of Incremental Ad Revenue. Webinar will cover many different topics including growth estimates for this year and next year, DMAs generating the most Online Gambling ad dollars, importance of TV advertising for Online Gambling services, and the genres & programs garnering the largest share of Online Gambling ad dollars. Register here. 

April 21st - Radio Advertising Bureau - Radio Works for Restaurants. Webinar is a live presentation focused on helping sellers prospect the Restaurant category. Register here. 

April 22nd - Ipsos - Affluent Americans: Surviving, Reviving & Thriving. Webinar will look at the behavior of the highest earning households in the U.S., including: how expectations for the future have changed over the past year,  whether the early impact on media consumption during the pandemic continue through the year, any shifts in attitudes and concerns, and what changes occurred in how much and where Affluents spent their money. 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

For more information on retail restrictions, from the National Retail Federation

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

Click here for Katz's summary of the latest Nielsen data on radio's recovery.

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