Back To Work: Average Americans Are Back To Commuting And Are Exposed More Frequently To Out-Of-Home Advertising And AM/FM Radio Ads
What is the latest on the state of American commuting patterns?
The Cumulus Media | Westwood One Audio Active Group® commissioned a MARU/Matchbox study to examine the commuting habits of everyday Americans. The nationally representative study was conducted October 2023 among 1,000 adults 18+. These results were compared to the same questions asked by Nielsen and MARU/Matchbox over the past four years.
A second study of 305 media agencies and brands from Advertiser Perceptions reveals marketers and agencies are increasing their commutes and spending more days at the office. Interviews took place October 2-9, 2023 and the results were compared to the same study conducted in April 2022, October 2022, and April 2023.
The studies revealed that compared to marketers and agencies, the average American is exposed more frequently to billboards, digital signage, out-of-home advertising, and AM/FM radio ads as they are commuting more frequently.
Here are the key findings:
94% of average Americans are commuting to work, 12% more than marketers and agencies
Among average Americans who commuted to work prior to the pandemic, the October 2023 MARU/Matchbox study found 94% are currently working outside of the home. This represents an increase from April 2023 (86%).
AM/FM radio’s share of total time spent in vehicles has surged to an eight-year high, according to Edison Research’s Q3 2023 “Share of Ear” report
Edison Research’s quarterly “Share of Ear” study is the authoritative examination of time spent with audio in America. Over the last decade, Edison Research has surveyed 4,000 Americans annually to measure daily reach and time spent for all forms of audio.
In the just released Q3 2023 study, the proportion of AM/FM radio listening occurring in a car or truck soared +13% from the prior year to 45%. This is an eight-year high, tied with Q4 2019 just before the pandemic.
The pandemic depressed AM/FM radio’s share of in-vehicle time spent from 2020 to 2022. Commutes are back and in-car AM/FM radio audiences have surged.
For marketers and media agencies the message is clear: Out-of-home media audiences have roared back as billboards, digital signage, AM/FM radio, and SiriusXM offer mass reach at full pre-pandemic levels.
The return-to-work trend has less of an impact on digital audio such as Spotify, Pandora, and podcasts, which are primarily consumed at home.
Average Americans are clocking more days at work (4.9) compared to the advertising industry (4)
Compared to ad industry workers, typical Americans are more likely to be exposed to outdoor ads and AM/FM radio commercials since they commute more days.
Key findings:
- Since they commute more days, the average American is exposed more frequently to billboards, out-of-home advertising, and AM/FM radio ads than media agencies and advertisers.
- 94% of total U.S. pre-COVID commuters are now working outside the home, according to an October 2023 MARU/Matchbox study.
- AM/FM radio’s share of total time spent in vehicles has surged to an eight-year high, according to Edison Research’s Q3 2023 “Share of Ear” report.
- Average Americans are clocking more days at work (4.9) compared to the advertising industry (4).