Tracking the past eight months of Nielsen PPM data in the top 50 radio markets, the latest October survey shows radio's weekly reach has recovered to within three points of March levels. This continues the upward trend which began during the re-opening period in June and July and follows several months of summertime stability.
As commuting increases, drive time recovery continues. At the beginning of the pandemic, radio use during traditional commute times initially declined, but it has grown each month since then, with significant recovery in October. Morning drive in particular increased by eleven percent from September to October, while weekends have now moved ahead of March levels.
Nielsen's consumer lifestyle surveys found that 53% of consumers as of October are 'ready to go.' They feel that life is becoming more normal and are more likely to resume usual activities and shopping patterns as restrictions ease.
The 'ready to go' cohort has an attractive qualitative profile-they're more likely to be ages 25-to-54, have children, earn over $100,000 annually, and work outside the home. Turns out they are heavy radio listeners, too; because they spend more time away from home they consume more radio than those who stay put.
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