Webinar: Workers Listening More to Radio

Listeners perceive themselves as listening more to local radio today than prior to the COVID-19 pandemic, which is encouraging news. This insight is part of the “What Workers Want” study conducted by Point-To-Point Marketing and Strategic Solutions Research. The study delves into U.S. workers’ audio usage and covers various topics related to radio engagement and preferences.

Here are some key findings from the study:

• Ease of Use: Despite a plethora of audio choices, radio’s ease of use remains a significant factor. Respondents believe they are using radio more than pre-COVID due to its simplicity.
• Commuting Influence: Radio usage is driven by full-time workers who commute. Among this group, local radio still holds a 2:1 advantage.
• Car Preference: In the car, radio triumphs over DSPs like Spotify by a ratio of 3:1.
• Home Listening: However, at home, broadcast radio is losing ground with a 2:1 disadvantage.
• Contesting Motivation: One out of four workers likely to participate in ratings say that contesting would motivate them to listen to more local radio.

The study also explores other aspects such as devices and headphone usage, marketing strategies, and social media engagement. If you’re interested, you can sign up for the remaining webinars in the series:

“The Workday and Headphone Usage”: Tuesday, April 23, 2 p.m. ET

“Contesting, Marketing, and a Profile of Likely Ratings Participants”: Thursday, May 2, 2 p.m.