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Welcome Returning Commuters: Reboot the Commute

Insite Learning: Leigh Jacobs, NuVoodoo

Two weeks ago we released initial findings from NuVoodoo Ratings Prospects Study 18 showing increasing numbers of people expecting to resume their commute to work over the coming months. That’s good news for morning radio especially; 21% of our June study sample of over 3,000 respondents ages 14-54 say they’ve “gotten out of the habit of listening to local morning radio shows.” That number rises to 27% among the heaviest FM listeners (those who listen to FM at least an hour a day). Radio morning shows will need to be on their A+ game as listeners re-engage.

The ratings prospects for whom our studies are named – the close to 20% of the sample who profile as likely to participate in PPM or diary methodology (“RPS Yes”) – are typically more engaged with radio. Yet, 41% of that group say they’ve gotten out of the habit of listening to local morning radio shows – and that number rises to 48% among the small, but critical subset of the “RPS Yes” ratings likelies who listen to broadcast radio at least an hour a day (“RPS 60”) and can make or break ratings.

While many music radio morning show users listen for music alone, the majority include hosts in their calculus (and some listeners just want to hear the hosts). And most morning listeners place humor high in their ranking of needs. The good news is that radio continues to get a laugh from those most important listeners.

Even as of this fielding, 36% overall say they “laughed out loud at something on the radio” within the last week. That number rises to over 50% among the “RPS Yes” ratings likelies and climbs to nearly 70% among the TSL-heavy “RPS 60” ratings likelies. Morning shows aren’t the only sources of laughs on radio, but they’re certainly the hub for much of the humorous content. It will critical for morning shows to be at their very best as we approach back-to-school season and more workers resume their morning commutes.

Of course, not all formats are striving for “funny.” Some need to deliver good feelings – and we’ve looked at that issue in Ratings Prospects Study 18 as well. Reserve your spot for our webinar, just pick the day and time most convenient for you:

Wednesday, July 21 at 1 PM EDT
Tuesday, July 27 at 12 Noon EDT
Thursday, July 29 at 2 PM EDT
Wednesday, August 4 at 3 PM EDT

Other topics include:

Impact of new car audio entertainment systems on radio
Smart speakers, streaming and podcasts
Most-used social and digital channels, including an update on OTT (Over the Top) video
Where likely ratings participants notice radio station marketing campaigns
Tune-in catalysts: what actually causes listeners to switch or listen more
National and local contest mechanisms and prizes
What drives those willing to wear a meter or fill out a diary
A deep dive on ratings likelies who listen to the radio for an hour or more each day: this small fraction of the overall audience is what makes or breaks station ratings

In less than 45 minutes, we’ll cover topics essential to radio for capitalizing on rising PUMM and PUR levels and leveraging increased average quarter hour ratings. And we’ll stay on as long as necessary to answer all your questions. Register at nuvoodoo.com/webinars.

urbaninsite.com 7.13.21

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