Consumers Take Comfort in Radio and Podcasts During the Pandemic

As Americans are forced to stay home during the pandemic, it doesn’t mean that their radio and podcast consumption has diminished just because they are spending less time in their cars. In fact, a recent Nielsen study indicates that 8 in 10 people find themselves spending as much or more time listening to the radio and podcasts than they did prior to the pandemic. While listening time in the car has, indeed, declined by approximately 32%, listening at home, on mobile phones, on home computers, and through smart speakers has risen significantly.

Many of those surveyed felt that listening to the radio and podcasts provides comfort during these challenging times. It makes them feel more informed about things they need to know, allows them to stay connected to their local community, and helps them feel less stressed. Most Americans hold radio in high regard and trust it to deliver the accurate and timely information they seek. On-air personalities present a connection to the real world that listeners gravitate towards.

As the pandemic extends our reliance on media, advertisers have an opportunity to create lasting relationships with a captive audience. Unfortunately, until recently, many advertisers who rely on their consumers to be able to visit their locations (i.e. auto dealers, retail, restaurants, events, hotels, and gyms) have been forced to reduce their radio and podcast advertising because they simply can’t service their clients. As the country slowly reopens, demand for radio and podcast advertising will rise. However, until the country is operating in a more traditional way, radio may present an opportunity for some businesses who are already able to handle their customers in a more pre-pandemic manner. With fewer advertisers on the radio, those companies that are on the airwaves will be able to deliver their messages to more people with less congestion.

Momentum has been buying media all over the country for over 25 years. If you believe radio and podcast advertising may be a good option for your business, give us a call and we will walk you through the process. This may be an ideal time to secure additional market share.