Study: American Marketers Increase Days in Office

RADIO ONLINE | Monday, May 20, 2024

Cumulus Media and Westwood One

Marketers and 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 April 2-12 and the results were compared to the same study conducted in April 2022, October 2022, April 2023 and October 2023.

The group also commissioned a MARU/Matchbox study to examine the commuting habits of everyday Americans. The nationally representative study was conducted April, 2024 among 1,617 adults 18 and over. These results were compared to the same questions asked by Nielsen and MARU/Matchbox over the past four years. This week's blog outlines the key findings.

• 87% of marketers and agencies now commute to the office, up from 63% in April, 2022

• 85% of average Americans are commuting to work

• The share of listening to ad-supported audio content in a car or truck that goes to AM/FM radio is a dominant 86% share, according to Edison Research's Q4 2023 "Share of Ear" report

• The average number of marketer/agency office days has shifted; 4+ days in the office are up while those commuting 1-3 days are down

• Average Americans are clocking slightly more days at work (4.3) compared to the advertising industry (4)

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