Radiocentre reveals changes in commercial radio listener spending habits

Sep 2020  RadioWorks Blog

digital audio listener forecast, why radio, radio and the road to recovery

New Radiocentre research reveals that the upheaval caused by COVID-19 has encouraged people to switch up their usual spending habits and experiment with new brands.

The industry body for commercial radio found that since the beginning of lockdown, 30% of listeners have tried a new brand, which is 25% higher than non-listeners.

Radio and the road to recovery – the research revealed at Tuning In: Back to Business – also indicates that commercial radio listeners are 54% more likely to be influenced by advertising as a reason for changing their usual purchasing habits.

This presents a powerful opportunity for advertisers to attract new, competitor customers to their brands. Equally, however, it also calls for action to avoid existing customers switching to a competitor.

In addition to these findings, Radiocentre uncovered various other data which point to further listening trends, as lockdown eased and more people returned to work. The research, conducted with DRG, reveals that growth in radio listening captured in early lockdown has been maintained following the relaxation of lockdown measures. The data indicates that 36% of commercial radio listeners are consuming more radio than they were before lockdown, listening for an added 94 minutes each day on average.

The research also highlights that 31% of those surveyed said that they are resuming normal shopping and social activities – especially true of key workers and those returning to work. Those working from home are also leading the charge in supporting the local economy, with 46% spending more in their local areas (compared to 31% on average).

As the temporary norm evolves, we’ll keep updating you with the latest news and research, and why audio is such an important tool in light of the current climate. For more radio or podcast advertising insight, call a member of the team or get in touch here.



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