Nielsen Survey: Audio Delivers More Active & Engaged Consumers

TRACKING CONSUMER SENTIMENT IN MARCH 2022

Nielsen's latest custom consumer survey, fielded in March 2022, reports good news for radio: Americans, and audio listeners in particular, are becoming increasingly more active - evidence that audio attracts prime consumer targets, and that Americans overall are progressively returning to normal behaviors. 

AMERICANS ARE BACK ON THE ROAD

Nielsen's latest findings show that Americans are spending significantly more time in their cars since the height of the pandemic - even more so among radio listeners. The number of people spending upwards of an hour in the car daily has nearly tripled since April'20, now up to 39%. Heavy radio listeners in particular are even more likely to spend 1+ hours in the car, with 7 in 10 doing so in March. 

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One major factor contributing to increase in car usage is the growing number of employed Americans returning to workplaces outside the home. As of this March, nearly 9 in 10 employed adults, who worked outside the home prior to the pandemic, are back to commuting - an +80% increase from the height of the pandemic, and a +10% increase from last March. And the number of people working from home due to the pandemic is down to 12%, with another 5% planning to go back soon.

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Also contributing to daily car usage is the fact that more children are attending at least some in-person classes, with 8 out of every 10 students doing so in March. 59% of the surveyed adults say their children are being driven to school, well above the number that are taking a school bus (36%). And radio is the soundtrack to their mornings, as 92% report that radio is on in the car during the drive to school (sometimes or always).

AUDIO LISTENERS ARE KEY PLAYERS IN LOCAL ECONOMIES

Nielsen finds that audio listeners are more likely to participate in consumer activities than the  average adult, making them important players in their local economies. Radio listeners, on average, are +9% more likely to engage in top activities, while podcast listeners are +14%. They are more likely to be out in their car, and spending money at businesses, including restaurants, retailers, and coffee shops. 

Chart is interactive; click gray circle to enlarge. 

Nielsen finds that audio listeners are more willing to take part in upcoming events, such as attend indoor and outdoor concerts and sports, travel on an airplane, and even vote in the upcoming Midterm Elections. Audio listeners, and radio listeners in particular, are more likely to be registered to vote and always vote in elections.

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Moving the Needle for Realtors

TRACKING MEASURABLE LIFT IN WEB AND FOOT TRAFFIC FOR RADIO ADVERTISERS

Real estate agencies and brokers are in high demand these days, by home sellers and prospective buyers alike. In such a competitive market, realtors need to raise their brand awareness and engagement by advertising on trusted, local, and proven media - and thanks to a new analysis by the Radio Advertising Bureau, it is clear that radio delivers. The new findings show just how valuable radio can be to real estate agents and brokers looking to grow their business in a competitive category.

The RAB conducted an analysis of more than 281,000 realtor ads tracked by AnalyticOwl throughout 2021 to discover radio's impact on consumer actions, both online and offline. Radio ads brought in nearly 7.7 million additional new consumers to the tracked sites, translating to a +7% lift in website traffic. The analysis also found that radio ads drove a +37% increase in new foot traffic to local real estate offices. On average, offices experienced an additional 14 new visits on days when radio spots aired. 

The RAB's analysis shows that radio is proving effective at driving engagement in the active real estate category, both online and at brick-and-mortar office locations. Radio places advertisers inside communities, on stations listeners know and trust - a perfect fit for real estate professionals. 

For more information from the RAB.