Study: Local Radio Outperforming Other Media Sources

A new study from Cox Media Group (CMG) reveals that during this time of crisis, consumers are turning to local radio for information, entertainment and companionship more than any other media source.

The multi-market research study conducted by CMG that measured the impact of radio and other audio content amidst COVID-19. The study, conducted from March 30, 2020, through April 3, 2020, was fielded online with audiences in a wide variety of demographics, ranging from 18 to 54 years of age. The study yielded more than 11,000 responses.

The Takeways:

• The study found that one-third of participants are listening to radio more since the Coronavirus outbreak. 
• Since the outbreak, 94% of participants indicated that they have tuned into local radio more than any other streaming service for music, talk and information, demonstrating that as radio continues to evolve, ‘local’ ranks as one of the most important differentiators.
• With consumers having more and more options to move from one device to another – radio just being one of the many devices in their daily life – audiences are listening, more or the same amount of time with a smartphone (81%), desktop/laptop (67%), radio station app (57%), car radio (55%) and home radio (54%) almost evenly split, a tablet (48%) or a smart speaker (36%) since the outbreak.
• Content is key regardless of the delivery platform. The topics listeners are most interested in receiving from their local radio stations include feel-good stories, things to make them laugh and local virus updates.

"Audience engagement is very strong by any metric you look at,” said CMG Radio VP, Audience and Content Tim Clarke.

“Listeners depend on our radio brands more than ever for a mix of news, entertainment and a friendly and familiar voice to keep them going during this uncertain time. They are captive and immersed in our content on all platforms and our top personalities continue to deliver.”