Inside Radio recently reviewed a studio that Nielsen Audio performed last week that provided some interesting insight:
With tens of millions sheltering in place due to restrictions imposed by the COVID-19 pandemic, listeners are seeking out radio on new platforms. Fresh data from Nielsen’s flash survey of 1,000 adults 18+ in the U.S. conducted this past weekend shows more than one in four (27%) say they’ve “looked for new ways to listen to my favorite radio station/personality” because of the coronavirus outbreak and its associated restrictions.
And it is younger demos, by far, that are seeking alternate ways to access radio info during the ongoing health crisis. Nearly four in ten (39%) of 18-24 year-olds and 38% of 25-34 year-olds say they used Google or other search engines to find the station or personality they’re looking for. More than a third (36%) of 18-24s and 41% of 25-34s say they’ve looked for new ways to listen to their favorite station or show.
The big headlines to emerge from the study are that 83% of American adults report spending the same or more time with radio as a result of the COVID-19 outbreak. And 60% of Adults 18+ say they trust radio to give timely information about the coronavirus, as Inside Radio reported Wednesday.
“Trust is not something you can build overnight, it’s built over years or even decades,” Hereau told the webinar audience, which Nielsen said numbered 1,056 attendees with a nice split between broadcasters and advertisers/agencies.
March 27th, 2020