During July, 1.6 million adult listeners spent 1.75 hours per day listening to their favorite Detroit radio stations, according to Nielsen. Despite an avalanche of pandemic induced disruptions, the daily time spent with radio is down by only by one-quarter-hour from a year ago.
Some advertising experts had predicted that as consumers spent more time at home because of COVID-19 concerns, the hours devoted to radio listening would dramatically decrease. That, however, was not the case.
In July of 2019, according to Nielsen, 26.3% of radio listening occurred at home. During July of this year, in-home listening jumped to 34.5%. Despite the reduction in out-of-home activities, though, consumers still spent nearly the same amount of time listening to Detroit radio.
Overall, the pandemic has inflicted little change on the audio advertising landscape. A study by Edison Research indicates that among all options, local radio's 'share of ear' remains consistent.
During the second quarter of 2019, adult consumers spent 78% of their time with ad-supported audio listening to AM/FM radio. No other medium came close.
During the same quarter this year, consumers devoted 76% of their time with local radio. Podcasts were a distant second at 9%.
Beginning in 1920, when WWJ became the first station in Southeast Michigan, small business owners have depended on Detroit radio to market their goods and services through recessions, depressions, and natural disasters. All the research indicates that AM/FM radio is as dependable now as it was then.
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