IN TIMES OF CRISIS, RADIO WILL BE THERE

According to two recent studies, a quarter of Americans are reporting more radio usage since the COVID-19 outbreak. Here’s why.

IN TIMES OF CRISIS, RADIO WILL BE THERE

According to two recent studies, a quarter of Americans are reporting more radio usage since the COVID-19 outbreak. Here’s why.

 

RADIO IS A TRUSTED SOURCE FOR LOCAL INFORMATION

• The primary role of a radio station is to connect with listeners locally in the communities where they live

• Learning about local affairs is a main reason to tune in for 4 in 10 adults

• More than a third of people are already using radio to stay informed about COVID-19 in their immediate area

• 7 in 10 Americans trust what they hear on the radio – more than what they encounter on cable news, internet news, and social media

• Radio plays a vital role during emergencies

• Instant updates, including PSA & EAS broadcasts – accessible at home and on-the-go

• Cross-format and cross-platform coverage, as local stations coordinate news programming over the air, on streams, mobile, social and station sites

• Two-way communication with local communities, encouraging listeners to share stories and questions – offering points of connection during potentially isolating times

• Radio station personnel & broadcasters have “first responder” status during emergency situations, with the authority to access studios and transmitter sites to remain operational and on-air

• Radio news audiences surge during times of crisis as residents tune in for live and local updates

RADIO IS A COMPANION MEDIUM – EVEN WITH DAILY BEHAVIORS IN FLUX

• Half of all radio listeners “like to work with radio” – it’s a main reason they tune in, regardless of work location

• Employed Americans have similar radio consumption levels, whether they work from home or not

• Adults NOT working from home: 91% weekly reach, 95 daily minutes (avg)

• Adults working from home: 90% weekly reach, 90 daily minutes (avg)

• The majority of U.S. workers will still be going to work every day

• Only 1 in 3 workers can do their jobs remotely, according to the Bureau of Labor Statistics. Even lower for Black and Hispanic workers (20% & 16%, respectively)

• Those that will be working from home will be working. Employees will need to maintain their usual level of productivity, likely continuing with their routine work behaviors – including listening to the radio

• Radio reaches 90% of Americans who work from home most of the time or always

• At home listening is augmented by online streaming on computers, mobile devices and on smart speakers

• The largest share of smart speaker listening is to AM/FM Radio – currently double that of Pandora, and 60% more than Amazon Music

• Radio is already a mood booster and a source of relaxation for half of all listeners, and will continue for those seeking relief in these uncertain times

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