Audacy Insights: Audio Leading COVID-19 Media Source

Results from Audacy’s Vaccine Hesitancy Custom Survey show that audio is the leading media source in the fight against COVID-19 and a driving force behind Americans’ willingness to receive the COVID-19 vaccination. Audacy engaged market research firm S. Radoff Associates to complete a study testing audio’s trust and influence during the ongoing COVID-19 pandemic.

For the vaccine hesitant population, audio is the most trusted source of information about COVID vaccination (46%), ahead of TV news shows (42%), friends and family (40%), articles in a local (37%) or national (36%) newspaper, and social media (27%). The study also found that the vast majority of vaccine hesitant U.S adults (81%) say they will take some form of action if they hear a local radio or podcast host provide information about the benefits of COVID vaccines and recommend that listeners receive a COVID vaccine.

“Since the onset of the pandemic, audio has served as a trusted companion for listeners seeking vital information, local news and sports and entertainment,” said Idil Cakim, Senior Vice President, Research and Insights, Audacy. “As America slowly but surely returns to normal life, the vaccine is a major step towards doing what we all love again – going to sports events, dining at our favorite restaurants, or creating memories with loved ones – and our study shows how big of a role audio is playing in inspiring Americans to make a plan to get their shot.”

Some additional key findings include:

• More than one-half (53%) of vaccine hesitant U.S. adults indicate the most useful way to find out about the COVID vaccine through audio is a local radio or podcast host interviewing a medical expert.
• About half of vaccine hesitant U.S. adults (49%) say they would be more likely to get the vaccine if they hear a local radio or podcast host provide information about the benefits of COVID vaccines and recommend that listeners receive a COVID vaccine.

The study consisted of a survey of a nationally representative population of adults. S. Radoff Associates compiled the data to result in an examination of consumer experiences with audio versus various other mediums such as TV, video, social, and print platforms.