Jacobs Media Announces Third COVID-19 Study For Radio

Jacobs Media has announced its third study of radio listeners focusing on the impact of COVID-19.

While the first two studies in March and May provided insight into the way the pandemic affected radio listening and media consumption, this study will focus on how the pandemic is affecting planned shopping this holiday season. The COVID3 study is being implemented in partnership with the Radio Advertising Bureau.

“While radio stations have done an admirable job responding to the pandemic through support of their local communities, advertising revenue has really been impacted,” remarks Paul Jacobs, Vice President/General Manager of Jacobs Media. “Many aspects of Americans’ lives have changed, and it’s important for radio salespeople to have reliable audience information to not only use to plan their 4th quarter sales strategy, but to also share with their clients in order to devise plans that will work. That’s what we hope to provide in this research.”

Participation in the study is open to all commercial radio stations in the US and Canada for a small processing fee. All stations will receive the Total Study Report, as well as an individual report for their station so they will have local data to be shared with clients. The study will be fielded at the end of September so radio salespeople will be armed with the results as holiday ad spending is ramping up.

Some of the areas of focus on radio listener perceptions and behaviors will include:

• The impact of COVID-19 on their shopping plans, including shopping at local businesses vs. eCommerce
• Black Friday shopping plans
• Planned spending by category
• What they are looking for from radio stations to help improve their holiday shopping experience

“Our first two COVID studies for radio helped radio broadcasters understand these rough waters,” comments Jacobs Media President Fred Jacobs. “We’ve been able to provide insight into the impact of working from home, attitudes about the virus, and more, and we will be asking these questions in the COVID3 study. But right now, radio and its local advertisers need help ensuring this holiday season is successful, and this project is an important tool.”

RAB President & CEO Erica Farber comments: “This third study on the impact of COVID in the marketplace may be the most important one to date. Having a better understanding of what consumers’ ‘new normal’ is along with their intended buying habits is powerful data for broadcasters as we look towards continued positive growth going into the important holiday season.”

For more information about the COVID3 study, go to jacobsmedia.com/covid-19-survey.