While the news has been dominated by the election, the increase in coronavirus cases ebbs back into the headlines in every slack moment. NuVoodoo Research has been tracking concern with the virus and a host of other issues related to the pandemic since early March. The news of growing cases seemed like a good opportunity to update the findings here.
The sample for their on-going study is persons 15-54, but with so many radio programming decisions focused on women 25-54, they're also showing that demographic. It’s a sizable sample: roughly 750 women 25-54 every day.
Shown in mammoth-sample monthly snapshots, you can see concern trending down in the month of October after an increase in concern in July. While not shown here, daily concern numbers in November aren’t reflecting the increase in cases around the country as of this writing. You can keep tabs on the daily information we’re gathering (and updating several times a week) among the wider sample of persons 15-54 at nuvoodoo.com/covid-19-media.
At the same time, we’re tracking a steady increase in the number of women 25-54 working outside the home. We hit a tipping point back in September, when the number working outside their homes surpassed the number working from their homes for the first time since the pandemic began. Nevertheless, the number of at-home workers remains substantial – and warrants our attention as radio seeks to connect with and entertain this new workforce.
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