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How Radio Can Endure COVID-19 – Your Radio Survival Kit (Updated 3/27/20)

March 26, 2020

These are uncertain times. Nearly every aspect of our lives is changing due to the spread of COVID-19. Research Director, Inc. strives to help our clients and the radio industry at large weather this storm by gathering the strongest and most informative data and opinions available.

Visit our Presentations page to download a slide show or view a recording that discusses radio and advertising during this crisis. You’ll walk away with tactics to convince advertisers that they should continue to advertise, and that radio is the ideal medium.

Here are links to the information presented in the webinar, plus much more that the team at Research Director, Inc. has found to help you navigate this unprecedented situation. We’ll be updating this page as new information is available – check back often!

A new Facebook group for radio folks to share ideas
https://radiotoday.co.uk/2020/03/facebook-group-created-for-coronavirus-radio-ideas/

Nielsen: Radio is ‘comfort food’
https://www.nielsen.com/us/en/insights/article/2020/radio-is-comfort-food-as-media-consumption-rises-amid-covid-19-pandemic/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+NielsenWire+%28Nielsen+Newswire%29

View a replay of Beasley Media Group/Borrell Associates webinar on marketing strategies
https://bbgi.com/crisis-marketing-for-local-businesses/

DMR: Radio must tell its story with confidence and conviction
https://www.allaccess.com/net-news/archive/story/194864/dmr-interactive-s-open-letter-to-radio-coronavirus

Report: 60% trust radio during this crisis
https://radioink.com/2020/03/25/report-60-trust-radio-during-this-crisis/

Positioning AM/FM radio to national advertisers
https://www.westwoodone.com/2019/03/18/am-fm-radio-makes-your-tv-better-westwood-one-adds-nielsen-media-impact-media-planning-tool-to-its-roi-guarantee-audio-insights-platform/

How our lives online are changing due to COVID-19
https://www.socialmediatoday.com/news/amid-covid-19-lockdowns-new-online-behavioral-shifts-are-beginning-to-take/574704/

Triton Digital reports that streaming to news/talk format has increased
https://www.tritondigital.com/press-releases/March-24-2020/triton-digital-reports-growth-in-news-talk-format-s-share-of-streaming-amid-covid-19-disruption#

Salt Lake City stations provide free advertising to local businesses
https://radioink.com/2020/03/25/more-proof-advertisers-love-need-radio/

Rod Schwartz shares his ideas on what businesses need from radio right now
https://rodspots.com/2020/03/24/what-businesses-need-from-local-radio-right-now/

Ideas about political advertising during the coronavirus pandemic
https://www.campaignsandelections.com/campaign-insider/the-media-buyer-s-dilemma-during-the-coronavirus-pandemic

How marketing, media, and advertising companies can help solve problems
https://www.forbes.com/sites/afdhelaziz/2020/03/24/the-power-of-purpose-how-the-advertising-marketing-and-media-industries-can-help-fight-coronavirus/#43b2a4ea2160

UK radio is providing reassurance in uncertain times
https://www.theguardian.com/tv-and-radio/2020/mar/25/radio-coronavirus-connected

Who’s pulling back and who’s pushing forward with their advertising according to Media Monitors
http://www.insideradio.com/free/despite-pandemic-top-national-advertisers-hold-steady-on-radio/article_4352c95e-6d98-11ea-8ca0-8b2ae31c975f.html

Marketing strategies from an account manager
https://radioink.com/2020/03/24/radio-marketing-in-trying-times/

Pierre Bouvard gives us some advice on marketing in an uncertain economy
https://www.westwoodone.com/2020/03/23/seven-marketing-strategies-for-an-uncertain-economy/

Why not spending during a recession hurts a company’s brand
https://www.millwardbrown.com/docs/default-source/insight-documents/points-of-view/MillwardBrown_POV_MarketingDuringRecessionToSpendNotToSpend.pdf

What should we be broadcasting based on Americans’ concerns?
https://www.urbaninsite.com/news/insite-coronavirus-coverage-what-should-be-on-the-air/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+UrbanInsite+%28UrbanInsite.com+Update%29

Several interesting articles about marketing and advertising during the Great Depression
https://www.huffpost.com/entry/what-the-great-depression_1_b_8116472
https://spinsucks.com/communication/what-kelloggs-and-the-great-depression-can-teach-you-about-pr-and-marketing/
https://www.elon.edu/docs/e-web/academics/communications/research/vol7no2/02_Kate_Nichols.pdf

Nielsen explains why we’ll see an increase in media usage with folks staying home
https://www.nielsen.com/us/en/insights/article/2020/staying-put-consumers-forced-indoors-during-crisis-spend-more-time-on-media/

A daily COVID-19 update from NuVoodo
http://data.nuvoodoo.com/covid19/NuVoodoo-Covid19-latest.pdf

A great article to forward to restaurant advertisers
https://www.qsrmagazine.com/reports/coronavirus-updates-what-restaurants-need-know

A brand new study aimed at understanding how the American workforce is adapting to our current circumstances.
https://www.westwoodone.com/2020/03/17/new-study-the-state-of-the-american-worker-march-13-15-2020/

Ed Ryan, editor of Radio Ink, discusses how the radio industry will be affected by the coronavirus outbreak.
https://radioink.com/2020/03/18/how-will-radio-survive-this-crisis/

Another Radio Ink article gathering opinions from radio industry managers about how they are responding during this national crisis.
https://radioink.com/2020/03/16/regional-radio-responds-to-covid-19/

Opinions about how the coronavirus outbreak may affect advertising revenue.
http://www.insideradio.com/free/differing-views-on-how-coronavirus-might-impact-ad-revenues/article_3a582556-682a-11ea-ab97-c37bdfdbddec.html

Deborah Parenti, publisher of Radio Ink, discusses how radio can serve our communities in this time of crisis.
https://radioink.com/2020/03/16/another-radio-opportunity-to-serve/

Research Director, Inc.’s Charlie Sislen addresses how radio can rise to the occasion by being there for its listeners and the community.
https://researchdirectorinc.com/2020/03/radio-in-a-time-of-need/

How working remotely can affect radio listening habits.
https://www.allaccess.com/net-news/archive/story/194577/westwood-one-blog-examines-radio-listening-habits-?ref=mail_morning_recap

NuVoodoo has a dedicated page to address the impact of the coronavirus on radio.
https://nuvoodoo.com/coronavirus-radio/

How radio should react to the growing number of Americans working from home.
https://radioink.com/2020/03/13/home-workers-are-big-radio-listeners/

Talk radio’s reaction to the coronavirus outbreak.
http://www.talkers.com/2020/03/09/talk-radio-rises-to-coronavirus-challenge/

Adjusting your advertising message to be sensitive to the current American experience.
https://www.fastcompany.com/90476631/advertising-during-the-coronavirus-crisis-is-not-finger-lickin-good

Why it’s even more important to advertise during times of crisis.
https://www.forbes.com/sites/bradadgate/2019/09/05/when-a-recession-comes-dont-stop-advertising/#605f45724608

Advertising to a quarantined population.
https://www.jpost.com/Israel-News/Marketing-to-the-Quarantine-Crowd-Advertising-in-the-age-of-Corona-620584

The importance of advertising when times are bad.
https://www.ocreativedesign.com/when-times-are-good-you-should-advertise-when-times-are-bad-you-must-advertise/

The benefits of advertising when everyone else is stopping.
https://www.asicentral.com/html/open/ProductsAndServices/supp/pdfs/Advertising_in_a_recession.pdf

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