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Media Audiences That Have the Greatest Purchase Propensity


Westwood One
Westwood One

As vaccinations become more widespread, the U.S. continues to re-emerge from the pandemic. From employee recruitment to consumer confidence and media consumption, life is beginning to return to normal. To help advertisers determine a path forward, Westwood One's Insights team analyzed a recently released Nielsen study for its blog this week to uncover which media audiences have the greatest purchase propensity.

  • Nielsen consumer study: More Americans are "ready to go" than ever: In the March 2021 study, 61% of consumers considered themselves "ready to go," up from 53% in October of last year.

  • The "ready-to-go" segment perceives less risk, feels safer, and indicates their cities are emerging from crisis: 95% of the "ready to go" segment agree that people are starting to resume normal activities. 92% point positively to stores' reopening while 90% view their cities and towns emerging from the crisis.

  • The "ready-to-go" segment is an attractive consumer group made up of AM/FM radio listeners: In the "ready-to-go" group, advertisers can find a desirable consumer group that over-indexes in having children aged 2-11 (117), having an annual income of $100K+ (113), and working outside of the home (114). Compared to the average, the "ready-t-go" consumers are 5% more likely to listen to AM/FM radio in a typical day.

  • Travel: Podcast listeners and heavy AM/FM radio listeners are more likely to plan/book a vacation versus the average consumer: According to the Nielsen consumer study, 24% of heavy AM/FM radio listeners intend to plan or book a vacation within a month after COVID-19 eases in their area, +41% more than heavy TV viewers. Podcast listeners are even more likely with 33% saying they intend to plan or book within a month.

  • Hotels: Podcast listeners and heavy AM/FM radio listeners are +57% more likely to spend more on hotel reservations within a month of COVID-19 restrictions' easing versus the average consumer.

  • Auto: Podcast listeners (+43%) and AM/FM radio listeners (+18%) are more likely to make an auto purchase in the next 12 months versus the average consumer and heavy TV viewers.

  • Restaurants: Heavy AM/FM radio listeners and podcast listeners are more likely to dine out: 63% of heavy AM/FM radio listeners intend to dine out at either a quick serve or sit-down restaurant within a month. More than half of podcast listeners also intend to dine out after COVID-19 restrictions ease.

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