Radio = Comfort...but don't take our word for it...

According to Nielsen, 272 million Americans listen to traditional radio every week. And, for many, local radio has become an even more important lifeline to information during the COVID-19 Pandemic. In a study conducted by Nielsen last week, they found that radio has become “comfort food” as media consumption rises during this crisis and listeners feel a real connection to their community via local radio hosts.

The study also found that 83% of consumers say they’re listening to as much or more radio as they were before the pandemic – and this may be in part due to the fact that 60% of Americans of adults 18 and older “hold radio in high regard and trust it to deliver timely information about the current COVID-19 outbreak.”

“In a time of heightened uncertainty and disrupted routines, consumers are turning to radio as a trusted source of information and community connection, mirroring patterns observed during past regional and national disasters and weather events” said Brad Kelly, Managing Director, Nielsen Audio.

Other key findings from the report show the continued power of radio during this crisis:

·       Over 50% say radio makes them feel more informed about things they need to know

·       46% say that radio helps them know what stores are open and where they can shop locally

·       42% of consumers say that radio has helped them deal with the outbreak

·       And, 44% says it helps them feel less alone