Report: The Recovery of AM/FM Radio Listening Continues

RADIO ONLINE | Tuesday, October 12, 2021

Nielsen

Just-released Nielsen AM/FM radio listening data reveals the recovery of AM/FM radio listening continues. Google search trends and consumer driving behavior from Geopath and Apple Maps have predicted AM/FM radio audience growth. This week's Westwood One Audio Active Group blog outlines the key findings.

• Google Trends: COVID concerns drop: All through September and into October 2021, COVID search volumes have sharply fallen. As of early October 2021, COVID Google searches are down -56% from the peak of consumer interest with a 44 index.

• Geopath: American September 2021 miles traveled were +5% greater than September 2019: From March 2020 to March 2021, miles traveled lagged behind 2019. Since April 2021, miles traveled recovered and matched pre-COVID benchmarks. August volumes dipped -5% but in September 2021, miles traveled grew +5% versus September 2019.

• Apple Maps: Driving search volumes surge past pre-COVID levels and public transit finally recovers: By June 2020, Apple Map driving searches soared past pre-COVID levels into Fall 2020. The massive COVID upsurge of November 2020 through February 2021 reduced driving but still matched pre-COVID norms. In March 2021, driving search volumes exploded again and have remained elevated through the most recent month.

• Marketers and agencies dramatically underestimate the number of Americans that are commuting to work each day: Per the U.S. Federal Reserve, 66% of U.S. workers are commuting every day. Marketers and agencies think only 38% are commuting daily. Marketers and agencies dramatically overestimate the number of Americans who are working from home: The U.S. Federal Reserve reports 16% of workers are working from home daily. Marketers and agencies think the percentage of those working from home is 29%.

• Nielsen: AM/FM radio listening recovery continues as September Portable People Meter listening is up +4% over the prior year.

• Nielsen: Diary market audiences were not impacted by COVID as listening has been rock steady: The just-released June-July-August diary market audience data represents the 17th month of rock steady average quarter-hour listening levels.