Ad Perceptions Study Shows Commutes are Increasing

RADIO ONLINE | Monday, May 8, 2023

Westwood One

Marketers and agencies are increasing their commutes and spending more days at the office, according to a new Advertiser Perceptions study of 302 media agencies and brands commissioned by the Cumulus Media | Westwood One Audio Active Group. 81% of marketers and agencies now commute to the office, up from 63% a year ago but still less than average Americans (86%). This week's blog examines the commuting habits of the media industry versus everyday Americans.

• 86% of average Americans are commuting to work, 5% more than marketers and agencies. Among average Americans who commuted to work prior to the pandemic, the MARU/Matchbox study found 86% say they are currently working outside of the home. This is virtually the same proportion Maru/Blue found in October 2022 and that Nielsen reported in March 2022.

• The average number of marketer/agency office days grew from three to 3.7 over the last year. Versus a year ago, those in the advertising business who work four or more days at the office increased from 41% to 58%.

• Average Americans are clocking more days at the office (5.3) compared to the advertising industry (3.7).

• Of the 19% of brands and agencies who are still working from home, more than half say they are never coming back full time. When agencies and advertisers who still work from home were asked when they will be returning to the office, 55% say they will not be returning to the office and 39% have no idea.

• 60% of marketers and agencies have resumed in-person media vendor meetings. 61% have resumed in-person conferences and events.