- A Month Following the CDC’s Relaxation of Masking Guidelines and Social Distancing for Vaccinated People, Radio’s Audience is Returning to the Office – With Data Suggesting A Significant Acceleration of the Trend by Year-End 2021
- Register NOW for NuVoodoo’s Free Summer Webinar for Radio Professionals, “Reboot the Commute” at http://nuvoodoo.com/webinars/
In its nationwide study of over 3,100 respondents 14-54 years-old conducted in early June, NuVoodoo asked to participants to give a snapshot of their current work situation and to forecast what they expect it to be by year’s end. Just under a 1/3 of total study participants report currently reporting to work somewhere other than a home office, but overall expectations signal an 11-point rise in out-of-home commuting. While many of those now working from home will remain there, these returning commuters come from those sidelined by the pandemic and others.
Likely ratings participants, which represent about one in six NuVoodoo study participants, report going to work outside the home at a significantly higher incident rate compared to the overall sample, making radio likely to benefit from increased PUMM levels arising from the out-of-home trend. What’s more encouraging is that those giving radio its report card every month are expecting to return to the office or jobsite in even greater numbers by year-end.
Leigh
Jacobs, EVP, Research, NuVoodoo Media Services, cites: “The return
to work outside the home is great for radio. While FM/AM streaming
consumption is slightly better among those who work from home
compared to those who work outside their home, total at-work radio
listening is better among those who work outside the home.”
“That’s
why we’re encouraging stations to focus their marketing message of
the return to commuting and work,” said Mike O’Connor, EVP,
Marketing, NuVoodoo Media Services. “We’re calling our webinar
series ‘Reboot the Commute’ because that’s where we see the
growth opportunity for our clients.”
Carolyn Gilbert, President, NuVoodoo Media Services, noted: “We’re in the field with research every day to arm our partners in the radio industry with as much actionable intel as possible. While much of that is music research and perceptual studies, our NuVoodoo Insights team is here to help stations and groups get answers to any questions they have. With thousands of interviews completed every day, we can always find a way to get you the information you need.”
In its free summer webinar for radio professionals, NuVoodoo will dive deeper into its new study findings and review data about the return to the workplace and what that means for radio. The 45-minute webinar, “Reboot the Commute” will cover topics essential to radio for capitalizing on rising PUMM levels and leveraging increased average quarter hour ratings. The webinar will reveal not only how listeners in general think, but also that all-important subset likely to participate in the radio ratings.
Topics include:
- Radio’s place in the hierarchy of listening choices now available in touch-screen car audio-systems
- Smart speakers, streaming and podcasts
- Most-used social and digital channels, including an update on OTT (Over the Top) video.
- What percentage of the listening audience (in particular ratings “likelies”) expect to get back to their daily commute by fall
- How radio is faring now against digital competition for at-work and work-from-home listeners
- Where likely ratings participants notice radio station marketing campaigns
- Tune-in catalysts: what actually causes listeners to switch or listen more.
- National and local contest mechanisms and prizes that work
- What drives those willing to wear a meter or fill out a diary AND who listen to the radio for an hour or more each day. This tiny-fraction of the overall audience is what makes or breaks station ratings.
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