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Bouvard: COVID Concerns Are Dropping

And vehicular traffic is up, both of which should boost radio

Pierre Bouvard once again has combed through fresh data from Nielsen and put together a series of positive bullet points about trends in radio, intended to of help to radio salespeople and managers.

Bouvard is chief insights manager of Cumulus Media and Westwood One, which makes him one of the industry’s prominent pitch persons.

Looking at Google data, he said that through September and into October, COVID search volumes have sharply fallen, an indication that pandemic concerns have eased.

American travel miles also are up, which means people are spending more time in their cars.

Further, Bouvard says that marketers and ad agencies continue to “dramatically underestimate the number of Americans that are commuting to work each day.”

And he cites Nielsen data showing AM/FM radio listening recovery continuing in September with Portable People Meter listening up +4% over the prior year.

Below is the latest chart from his post showing month-to-month changes in Average Quarter Hour audience in PPM markets.

[Read the blog post: “Nielsen AM/FM Radio Audiences Grow as COVID Concerns Drop and Vehicular Traffic Surges”]


AM FM AQH chart Sept 2021