Listening to Radio in September Near High Point in a Year

RADIO ONLINE | Wednesday, October 13, 2021 | 5:05pm CT

Nielsen

Nielsen has released the findings of its latest Nielsen Audio Consumer Sentiment survey, an ongoing study series addressing current American sentiment about the COVID pandemic and how it impacts their lives. The ratings firm held a client webinar this week to reveal the findings of their seventh COVID consumer tracking study since the start of the pandemic. 1,022 Americans 18+ were surveyed this September 2021.

Westwood One Audio Active Group Blog outlined the five things advertisers need to know about Nielsen's very encouraging findings:

1. The time to advertise is now as marketers need to capitalize on the positive consumer outlook: Consumer spending is steady despite the Delta variant. 86% say they are spending the same or more. More than eight in ten say their household finances will improve or remain the same in the coming months.

2. Advertise on audio to reach those most likely to spend: AM/FM radio and podcast listeners are more likely to shop in stores, attend events, work in an office, and travel.

3. Among those who are employed, 70% now work outside the home: Those commuting to work have grown across six prior studies. Time spent in the car has surged, especially among heavy AM/FM radio listeners.

4. Children attending school in person was up sharply in September 2021: Those attending in-person classes jumped from 38% in June 2021 to 69% in September 2021. Most are being driven to school with AM/FM radio on.

5. AM/FM radio continues to be the soundtrack of American recovery as September listening reached a record high: Morning drive audiences were up especially among women and teens powered by the return to work and school.

"Americans have become remarkably resilient despite COVID and the Delta variant," said Nielsen Audio Managing Director Brad Kelly. "Consumers are returning to more normal weekly activities like returning to work, getting on the road in their cars and trucks, and going out to shop, dine and entertain. As more businesses open for in person and hybrid work, more time will be spent in a vehicle on their daily commute with radio as their driving companion."