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Bouvard: More People Are “Ready to Go”

Cites Nielsen data showing encouraging trends for radio business

Westwood One uses the term “remarkable” in describing results of a second study by Nielsen about U.S. consumer sentiment on COVID-19 and their purchasing intentions.

The radio network discussed this survey on its blog, where it frequently points to data about the reach and impact of radio and of radio advertising.

[Read: Radio Listening Audiences Rebound Despite Pandemic Impact]

In its latest, Pierre Bouvard, the chief insights officer for Cumulus Media and Westwood One, compared answers given in a Nielsen survey in late May with one conducted at the end of April. “While only a month separates the two studies, the shift in American attitudes on reopening of the economy and a return to normalcy is remarkable.”

Westwood One, Nielsen, radio listenership
A graphic from the blog post cites J.D. Power data indicating weekly auto sales have recovered sharply since the beginning of April.

It said so-called “ready to go” optimists perceive less risk, feel safer and indicate their cities are emerging from the COVID-19 crisis. These optimists and heavy AM/FM radio listeners “are opening up the economy, with strong lifts in spending on both essentials and nonessentials.”

Home improvement, home services, professional services and auto dealers will be the beneficiaries of strong spending from AM/FM radio listeners, “far greater than from TV viewers,” it said.

Also, it found, driving has increased overall, which in turn has caused AM/FM radio listening to “recover and grow.”

Read the post.