Research: At Work Radio Listening Improving

In their latest study of over 3,100 respondents 14-54 years-old conducted in early June across all PPM markets nationwide, researchers at NuVoodoo asked 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 1/3 of total study participants are 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 returning to the workforce.

What’s more encouraging to Nuvoodoo is that those giving radio its report card are expecting to return to the office or jobsite in even greater numbers than the overall sample. Among likely ratings participants, which represent about one in six study participants, respondents already report going to work outside the home at a higher rate compared to overall sample – and almost half expect to be working outside the home by year’s end. This makes radio likely to benefit more quickly from the increased PUMM levels arising from the out-of-home trend.

NuVoodoo says this is great for radio. FM/AM streaming consumption is slightly better among those who work from home compared to those who work outside their homes, but total at-work radio listening is better among those who work outside the home – and the numbers listening to the broadcast signal there nearly double those working from home.

“That’s why we’re encouraging stations to focus their marketing message on the return to commuting and work,” says Mike O’Connor, NuVoodoo EVP/Marketing. “We’re calling our webinar series ‘Reboot the Commute’ because that’s where we see the growth opportunity for our clients.

Carolyn Gilbert adds, “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.”

They've started crunching the numbers in NuVoodoo Ratings Prospects Study 18 and already see results suggesting radio has reason to be optimistic about increased listening in the months ahead. In many markets, PUMM hit a high for 2021 with the release of the May PPM monthly as states relax COVID restrictions and listeners head back to work and school. The folks at NuVoodoo are poised to help stations “Reboot the Commute” by sharing study results in webinars beginning in mid-July. Reserve your spot for free at nuvoodoo.com/webinars.