Insights: New Findings Should Encourage Radio Advertisers

Nielsen held a client webinar last week to reveal the findings of their sixth COVID consumer tracking study since the pandemic. 1,000 Americans 18+ were surveyed this June 2021. Nielsen’s findings are validated by just-released June data from Apple Maps, GeoPath, Google Trends, and Moody’s Analytics.

The Westwood One blog provides a list of 5 things advertisers need to know about Nielsen’s very encouraging findings:

• It is time to advertise: The three-month period from March 2021 to June 2021 saw an extraordinary jump in consumer confidence pointing to things getting back to normal. The “ready to go” segment only grew six points from June 2020 to March 2021. From March 2021 to June 2021, the optimistic “ready to go” consumer segment grew an astounding 29 points.
• Brands need to capitalize on this positive consumer outlook: On the economy, 25% more consumers feel things will improve versus get worse (48% improve versus 23% get worse). Nearly the same percentage more (22%) say their household finances will improve versus get worse (35% improve versus 13% get worse).
• Americans are back in their cars and listening to AM/FM radio: The majority of workers are commuting. Families are driving their kids to school. Time spent listening to AM/FM radio is up.
• Commuters are still leery about public transportation, a positive for AM/FM radio: 32% of consumers say they will spend less time on public transport versus 17% who will spend more time.
• Retailers need to continue to invest in ecommerce and ensure their AM/FM radio ads drive to web as shopping will be omni-channel: While stores are open, the convenience of hybrid shopping approaches remain: buy online and in-store or curbside pickup.

Americans are getting out of the house and on the move. A recently released consumer tracking study from GroupM’s Mindshare found 34% of Americans plan to spend more time outside and 21% plan to spend less time online during 2021. “[These findings] bode well for media consumed out-of-home, especially outdoor, place-based media and radio,” according to MediaPost’s Joe Mandese.

Consumers spending time outdoors plus growth in vehicular traffic and miles traveled mean increases in AM/FM radio time spent. With an 87% share of ad-supported audio in the car, AM/FM radio is the queen of the road.

Geopath, the Nielsen of the outdoor advertiser industry, reports June 2021 miles traveled has recovered to the 2019 baseline. Miles traveled over the last six months lagged about -10% below historical norms. April, May, and June 2021 saw a sharp recovery to 2019 levels.