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Tuesday, May 21, 2024

Study: Marketers Increase Days in Office, Now Out-Commute Americans


Marketers and agencies are increasing their commutes and spending more days at the office, according to a new Advertiser Perceptions study of 305 media agencies and brands commissioned by the Cumulus Media | Westwood One Audio Active Group®.

Interviews took place April 2-12, 2024, and the results were compared to the same study conducted in April 2022, October 2022, April 2023, and October 2023.




The Cumulus Media | Westwood One Audio Active Group® also commissioned a MARU/Matchbox study to examine the commuting habits of everyday Americans. The nationally representative study was conducted April 2024 among 1,617 adults 18+. These results were compared to the same questions asked by Nielsen and MARU/Matchbox over the past four years.




This week’s blog outlines the key findings.
  • 87% of marketers and agencies now commute to the office, up from 63% in April 2022
  • 85% of average Americans are commuting to work
  • The share of listening to ad-supported audio content in a car or truck that goes to AM/FM radio is a dominant 86% share, according to Edison Research’s Q4 2023 “Share of Ear” report
  • The average number of marketer/agency office days has shifted; 4+ days in the office are up while those commuting 1-3 days are down
  • Average Americans are clocking slightly more days at work (4.3) compared to the advertising industry (4)
  • 61% of marketers and agencies have resumed in-person media vendor meetings; 60% have resumed in-person conference and events

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