Insights: Radio Reaches 91% Of Americans Working From Home

With work from home quickly becoming a reality for some Americans, Pierre Bourvard reports the Westwood One blog has fielded questions from agencies and advertisers seeking insight into current listening habits:

➤What is AM/FM radio’s reach among Americans who work from home?

Nielsen Scarborough USA+ reports that 90.8% of Americans who work from home are reached by AM/FM radio. AM/FM radio is the soundtrack of the American worker regardless of where they sit. Even if more are currently working from home, AM/FM radio is still America’s number one mass reach media.

➤What is AM/FM radio’s share of audio at home and how does it compare to the workplace?

An agency asked, “If more people are working from home, are AM/FM radio shares lower at home versus at work?” Edison Research’s latest Q4 2019 “Share of Ear” study indicates AM/FM radio’s share of ad-supported audio is very strong at home and at work. In fact, AM/FM’s at-home share of ad-supported audio is actually a bit stronger at home versus at work. In both locations, AM/FM radio is the dominant audio platform.

In conclusion:

• AM/FM radio has massive reach among at-home workers and dominant shares at home.
• Those that work at home are 43% more likely to own smart speakers. AM/FM is the most listened to audio source on smart speakers.
• At home, ads on Pandora/Spotify can only he heard half the time. Streaming music services are played softly in the other room.
• Network radio audience measurement services measure audiences on a one-year rolling average, which smooths out the highs and the lows of listening. Changes in listening are mitigated over an extended period.
• Local audience measurement also uses rolling averages to provide stable deliveries.