Study: Marketers Increase Days in Office, Now Out-Commute Americans

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 April 2-12, 2024, and the results were compared to the same study conducted in April 2022, October 2022, April 2023, and October 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 April 2024 among 1,617 adults 18+. These results were compared to the same questions asked by Nielsen and MARU/Matchbox over the past four years.

This week’s blog outlines the key findings.

• 87% of marketers and agencies now commute to the office, up from 63% in April 2022
• 85% of average Americans are commuting to work
• The share of listening to ad-supported audio content in a car or truck that goes to AM/FM radio is a dominant 86% share, according to Edison Research’s Q4 2023 “Share of Ear” report
• The average number of marketer/agency office days has shifted; 4+ days in the office are up while those commuting 1-3 days are down
• Average Americans are clocking slightly more days at work (4.3) compared to the advertising industry (4)
• 61% of marketers and agencies have resumed in-person media vendor meetings; 60% have resumed in-person conference and events