Nielsen Diary Market Surprise: Radio Listening Is Strong and Consistent
Recently, Nielsen issued a report on April 2020 listening analysis of 44 diary markets. This was the first report of listening in markets ranked 50 to 100 reflecting the impact of COVID-19. April 2020 was the month when Americans significantly restricted their movements and sheltered at home. Nielsen compared April listening levels in these 44 diary markets to the pre-COVID-19 February. The key finding?
New Nielsen diary data reveals there was no audience impact from COVID-19
AM/FM radio retained 99% of prior reach volumes in markets 50-100. Comparing the January/February/March measurement period to the February/March/April survey, Nielsen reports AM/FM radio retained 98% of its average quarter-hour audience (AQH).
Geopath: Americans are on the road and clocking miles in their car
Geopath is the audience measurement service for the American outdoor advertising industry. They amass consumer movement data from millions of cell phones to produce miles-traveled data for every market in America. Total U.S. miles traveled for the week of June 1-7, 2020 are down only -7% versus the prior year.
Outside of America’s largest cities, miles traveled match or exceed prior year volumes
Miles traveled in the top 25 markets are -20% lower than the prior year. Outside the top 26 markets, miles traveled volumes match or exceed the prior year. In markets ranked 100+ miles traveled for June 1-7 have grown +12% over the prior year. The major markets are not representative of America. The smaller the city, the greater the miles traveled.
How to sell this to your local advertisers
This is timely data. It speaks strongly to the strength and resilience of radio listening especially in smaller markets. Radio is the soundtrack of the American shopper. Consumers are on the road. Radio is the way to reach on-the-go shoppers and build retail business. Download, add your logo, and get this story out to your sponsors!
Click to Download: June Local Sales Insights
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