As tens of millions of Americans enter week two, or three, of working from home, radio continues as a companion even outside the traditional workplace setting.
Nearly 40% of those who took part in a recent study conducted by NuVoodoo Media Services say they are listening to radio more during the health crisis. Breaking it down by daypart, 37% say they are tuning to radio more on weekday mornings; 36% are spending more time dialed-in during middays; 38% say they listen more during weekday afternoons and 26% are listening more at night. Additionally, 39% are spending more time with radio on weekends.
While there are concerns about less listening due to fewer commuters on the road, only 19% of respondents say they are listening to radio less on weekday mornings and 16% less in afternoons.
As expected, news stations are gaining more listeners, according to the study. Of the 5,000 16-54-year-olds who participated, 58% say they are listening to stations that provide news and information more, while 33% say they are consuming talk radio more since the outbreak. As for using radio for a musical distraction from reality, 35% are listening to their usual music-formatted station, while 29% are stepping out of their comfort zone and listening to a new or different station than what they had been prior to the current health crisis.
Only 10% of those polled say they are listening to news and information on radio less, while 18% have cooled off on their regular talk radio listening. Meanwhile, 13% say they are listening to their favorite music station less and 17% say they are listening to different or new music stations less.
The majority (36%) of those polled in the NuVoodoo study say they are working from home, with 24% saying they are at home, but no longer working their regular job. Meanwhile, 19% say they are still reporting to work as usual outside of the home. Those who took part in the poll who were already part of the work-from-home workforce amounted to 15%.
Of those who now find themselves working from home, 38% are listening to radio more. A similar amount (39%) of those who are still working outside the house are listening to radio more and 31% of those home, but no longer working their regular job have increased their radio listening. The majority are still utilizing radio as they did prior to the health crisis with 53% of those who are still working outside their home reporting that they are listening the same amount of time. And 47% of those working from home are listening to radio the same amount, while 48% of those home, but not working their regular job, continue their same listening habits.
“Radio is at its best when there’s trouble, supplying vital information and entertainment,” NuVoodoo Executive VP of Research Insights Leigh Jacobs said in a release. “These numbers underscore the deep connection radio enjoys with its listeners and its communities.”
Carolyn Gilbert, President and CEO, added, “Radio remains a vital source of news and information to Americans from coast-to-coast, with listening increases this week across all major dayparts. This is a significant opportunity for radio stations and their sponsors to be there in meaningful ways for their listeners and communities that depend on them for news, information, talk and entertainment.”