Jacobs Media Announces Second COVID-19 Study For Radio

The ongoing COVID-19 crisis has impacted all aspects of Americans’ lives, from the way they shop, to how they are working (or not), to how they consume media. And since mid-March, when the pandemic first took hold, it seems every week brings change and uncertainty.

In response, Jacobs Media fielded its first national tracking study in late March to provide radio broadcasters with guidance to help them better understand the mood of the audience, how to adjust their programming, how their radio and entertainment habits had been impacted, as well as ways their spending habits are changing.

One month later, Jacobs Media is announcing its second coronavirus study, set to go into the field the week of May 11. While tracking key questions from the first study, among the new questions in this survey will be a list of entertainment, sports, cultural, and dining options to assess the degree to which respondents are interested in participating and their perceived degree of concern in doing so.

Fred Jacobs

Jacobs Media President Fred Jacobs comments, “The impact of COVID-19 has disrupted broadcast radio, but timely data is key to the industry understanding the new landscape and adapting to it. This second tracking study will provide broadcasters with the quantitative ‘radar’ they need to shape their tactics and strategies.”

The second COVID-19 study is open to all commercial, public, and Christian music radio stations in the U.S., in partnership with the Radio Advertising Bureau, the Public Radio Program Directors Association, and Christian Music Broadcasters respectively. Registration information, survey timetables, and pricing can be found at jacobsmedia.com/covid-19-survey/.

President/CEO of the RAB, Erica Farber, commented, “Supporting Jacobs Media’s efforts to work with local radio stations across the country to learn the newest and most timely audience insights is important, especially now as everyone is trying to adjust to a new normal to serve our communities and clients.”

Abby Goldstein, President/Executive Director of PRPD, added, “Public broadcasters have a very good sense of our audience under normal circumstances, but the quarantine has affected every aspect of our daily lives. These studies are helping us to do the very best we can to give our listeners the information, entertainment, and content they expect and deserve right now.”

Michelle Younkman, Executive Director of Christian Music Broadcasters, observes, “What Jacobs Media is doing with these COVID-19 surveys is something that no one else is doing for Christian music radio. Where else can you find such relevant, timely data specifically from a Christian music radio listener’s perspective? Part one was astounding and I suspect the same from part two. Our friends at Jacobs Media are making this incredibly easy for radio to participate. The more stations that are involved, the better understanding we will have on how Christian music radio is doing during this crisis.”