Report: Advertiser Perceptions Examines Commuting Habits

RADIO ONLINE | Monday, October 28, 2024 | 3:14pm CT

Cumulus Media and Westwood One

Marketers and media 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 1-4 of this year and the results were compared to previous conducted in April 2022, October 2022, April 2023, October 2023 and April 2024.

This week's blog compares the Advertiser Perceptions data to a MARU/Matchbox consumer study examining the commuting habits of everyday Americans.

• 89% of marketers and media agencies now commute to the office, up from 63% in April 2022

• 88% of average Americans are commuting to work, the same as marketers/agencies

• AM/FM radio's share of ad-supported audio in the car has been consistently dominant at an 86% share, according to Edison Research's Q2 2024 "Share of Ear" report

• The average number of marketer/agency office days is up to 4.2 days

• Average Americans are clocking slightly more days at work (4.4) compared to the advertising industry (4.2)

• Marketers/agencies and average Americans are most likely to work in the office Monday through Thursday with Friday seeing the lowest % of in-office work for both groups

• 62% of marketers and agencies have resumed in-person media vendor meetings; 66% have resumed in-person conferences and events