Cox Media Group Study Says Local Radio Is Outperforming Other Streaming Media During Pandemic

Study

A multi-market COX MEDIA GROUP research study says that local radio is outperforming competing media with consumers during the COVID-19 pandemic.

The study, conducted online among more than 11,000 18-54-year-olds between MARCH 30th and APRIL 3rd, said that a third of participants are listening to more radio since the outbreak began, and 94% said they are turning to local radio for music, talk, and information more than any other streaming service. Measuring listening among devices, audiences are spending more or the same amount of time with most devices, with 81% saying they are using their smartphones more or the same amount, 67% with desktop or laptop computers, 57% with radio station apps, 55% with car radios, 54% with home radios, 48% with tablets, and 36% with smart speakers.

As for content, top topics desired by listeners from local radio include "feel-good stories," things to make them laugh, and local virus updates.

Sixty-eight percent of respondents said they experienced a change in job status since the outbreak of COVID-19, with 34% now working from home, 26% working reduced hours, and 24% furloughed or laid off.

“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.”

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