During the pandemic, we have been following commercial radio listener habits over lockdown and beyond with both Staying Connected During the Coronavirus Crisis and Bounce-back and Beyond. Our new research Radio and the road to recovery looks at the next step, revealing data from the most recent COVID-audience survey which explores the opportunities for brands to get firmly back on the road to recovery.
- 36% of commercial radio listeners are consuming more radio than they were before lockdown, listening for an extra 94 minutes each day on average
- A third (31%) are resuming normal shopping and social activities – especially true of key workers and those returning to work
- Since lockdown commenced 30% of commercial radio listeners claim to have tried a new brand, 25% higher than non-listeners
- Commercial radio listeners are 54% more likely to be influenced by advertising as one of the main reasons for switching brands
Watch our Planning Director, Mark Barber and Insight Manager, Kamilah Kamara present these new findings at Tuning In: Back to Business below