How are Americans passing the time during the COVID-19 pandemic? By listening to the radio, according to Nielsen.
A Nielsen survey conducted March 20-22 reveals that 83% of American adults are spending the same or more time with radio as a result of the COVID-19 pandemic.
The study found that 60% of adults trust radio to provide timely information about COVID-19, and over 40% said that listening to the radio made them feel more connected to the community and less alone.
The radio provides a means to help listeners deal with the outbreak as well as obtain information such as where to shop locally.
Historically, peak listening hours for radio have aligned with morning and evening commutes. But as tens of millions of Americans continue to work from home, radio listening is up across all dayparts, a recent study by NuVoodoo Media Services indicates.
This is good news for audio advertisers. Although the COVID-19 pandemic has made radio consumption less routine, audiences are still tuning in.