New Studies: More Workers Are Back to the Office

Marketers and agencies are increasing their commutes and spending more days at the office, according to a new Advertiser Perceptions study of 305 media agencies and brands commissioned by the Cumulus Media | Westwood One Audio Active Group®. Interviews took place October 2-9, 2023 and the results were compared to the same study conducted in April 2022, October 2022, and April 2023. The Cumulus Media | Westwood One Audio Active Group® also commissioned a MARU/Matchbox study to examine the commuting habits of everyday Americans. The nationally representative study was conducted October 2023 among 1,000 adults 18+. These results were compared to the same questions asked by Nielsen and MARU/Matchbox over the past four years. Both studies are outlined in this week's Cumulus Media Media | Westwood One Audio Active Group® blog.

The two new studies have revealed that despite growth in brand and agency commutes, the marketing industry is still working from home more than the average American. Compared to marketers and agencies, the average American is exposed more frequently to billboards, digital signage, out-of-home.

• Marketers and agencies have increased their commutes and days in the office but still lag behind the average American.
• Since they commute more days, the average American is exposed more frequently to billboards, out-of-home advertising, and AM/FM radio ads than media agencies and advertisers.
• 82% of marketers and agencies now commute to the office, up from 63% in April 2022, according to an October 2023 Advertiser Perceptions study.
• 94% of total U.S. pre-COVID commuters are now working outside the home, according to an October 2023 MARU/Matchbox study.

• AM/FM radio’s share of time spent in vehicles has surged to an eight-year high, according to Edison Research’s Q3 2023 “Share of Ear” report.
• Among marketers and agency personnel who are working from home, half say they do not plan to return to the office full time.
• 62% of marketers/agencies have resumed in-person media vendor meetings and 63% are already attending in-person conferences/events.