NuVoodoo Media Services, a data-driven media research, marketing, digital and content intelligence provider, announces findings of NuVoodoo Ratings Prospect Study 19, fielded nationwide on January 4-5, 2022, to 3,298 14-54-year-olds across all PPM markets.
The study and findings will be presented to the radio industry in a free webinar on Wednesday, February 16th at 1:00pm EST/10:00am PST. Register now at www.noovoodoo.com/webinars.
In the study, NuVoodoo found that working age adults who report to a jobsite or office outside the home use radio more than two times as much as those who work from home. Further, the study found that likely ratings participants (RPS “Yes” on the charts below) working out of home are more than three times as likely to use radio most, compared to likely panelists or diary-keepers who work from home. This is the group most likely to determine station Nielsen ratings. In addition, those likely to say “yes” to Nielsen and who use radio at least an hour or more each day (“RPS 60’s” on the charts below) are nearly four times as likely to use radio at the office or jobsite, compared to those working in a home office. NuVoodoo also found that likely ratings participants – especially those who listen to radio the most – are more likely to commute to a job outside the home compared to the total sample studied.
Carolyn Gilbert, President, NuVoodoo Media Services, said: “Our study was fielded the first week in January, just as the Omicron variant was first beginning to spread rapidly across the country, so these numbers should be considered within that context. Through the earlier stages of the pandemic and in our January study, the data has clearly shown more upside for radio when the focus is on the out of home audience. Here we found that two-thirds of our total sample reported working outside the home most to all days of the week. But likely ratings participants over-indexed significantly: Three-quarters of RPS Yes and RPS 60 listeners were commuting to their jobs at the start of the year.”
Gilbert noted: “As Omicron cases peak and recede, the portion of the radio audience that offers more impact to stations’ monthly report cards is best found and influenced OUTSIDE THE HOME, in cars and at work, especially during critical weekday prime listening periods.”
Leigh Jacobs, EVP, Research Analysis, NuVoodoo Media Services, commented: “Radio is the clear choice among listeners who work outside the home office. Among those working in any capacity, just 12% report using radio most in a home office setting, and the numbers nearly triple to 32% when working outside the home. The variance is even more dramatic among likely ratings respondents, where RPS Yes respondents working outside the home listen to radio at better than 3x those working from home. And among TSL intensive RPS 60’s, the difference in radio preference levels while working outside the home is nearly 4:1 compared to those working from home.”
PJ Kling, VP, Marketing, NuVoodoo Media Services, added: “We’ve reacted to this data by developing new tools to help stations reboot the commute and gain an edge in the battle for ratings. We recently added digital out-of-home specialist Andrea Parikh to the NuVoodoo marketing team. She was the architect of Clear Channel Outdoor’s digital out-of-home infrastructure and is now managing NuVoodoo client campaigns. We can now seamlessly integrate exchange-traded digital video, display and Connected TV with social advertising and digital billboards, transit shelters, urban panels and other assets to create a truly ubiquitous out-of-home presence for our stations.”
NuVoodoo will share findings of its NuVoodoo Ratings Prospect Study 19 with the radio industry in a free webinar on Wednesday, February 16, 2022, at 1:00pm EST/10:00am EST. Interested attendees should register now at www.nuvoodoo.com/webinars to reserve their spot for this limited capacity online event.
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