CMG Multi-Market Radio Impact Study Underscores Continued Strength of Radio Amidst COVID-19
ATLANTA – APRIL 21, 2020 – Cox Media Group (CMG) today announced that during this time of crisis, consumers are turning to local radio for information, entertainment and companionship more than any other media source. This according to a multi-market research study conducted by CMG that measured the impact of radio and other audio content amidst COVID- 19. The study, conducted from March 30, 2020, through April 3, 2020, was fielded online with audiences in a wide variety of demographics, ranging from 18 to 54 years of age. The study yielded more than 11,000 responses.
The study found that one-third of participants are listening to radio more since the Coronavirus outbreak. Since the outbreak, 94% of participants indicated that they have tuned into local radio more than any other streaming service for music, talk and information, demonstrating that as radio continues to evolve, ‘local’ ranks as one of the most important differentiators.
And with consumers having more and more options to move from one device to another – radio just being one of the many devices in their daily life – audiences are listening, more or the same amount of time with a smartphone (81%), desktop/laptop (67%), radio station app (57%), car radio (55%) and home radio (54%) almost evenly split, a tablet (48%) or a smart speaker (36%) since the outbreak.
And as always, content is key regardless of the delivery platform. The topics listeners are most interested in receiving from their local radio stations include feel-good stories, things to make them laugh and local virus updates.
According to the survey, 68% of participants experienced a change in job status since the outbreak of COVID-19. Of those who noted the change, the greatest impact was in working from home (34%), working fewer hours (26%) or being furloughed/having lost their job (24%).
“Audience engagement is very strong by any metric you look at,” said CMG Radio VP, Audience and Content Tim Clarke. “Listeners depend on our radio brands more than ever for a mix of news, entertainment and a friendly and familiar voice to keep them going during this uncertain time. They are captive and immersed in our content on all platforms and our top personalities continue to deliver.”
About Cox Media Group
Cox Media Group (CMG) is an industry-leading media company with dominant brands, award-winning content, and exceptional people. CMG provides valuable local content to diverse audiences in the communities in which it serves. The company’s operations include 33 market-leading television stations in 20 markets, 54 award-winning radio stations in 10 markets and numerous multi-platform streaming video and digital platforms. Cox Media Group’s portfolio includes affiliates of ABC, CBS, FOX, NBC, and MyNetworkTV, as well as several valuable independent stations. Additionally, Cox Media Group operates the National Advertising Platform businesses of CoxReps and Gamut; and offers a full suite of local and regional advertising services with Local Solutions. For more information about Cox Media Group and its businesses, please visit www.coxmediagroup.com.