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How Radio Can Endure COVID-19 – Your Radio Survival Kit (Updated 6/26/20)

March 19, 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!

How overlaps in seasons will hurt sports radio
https://www.prnewswire.com/news-releases/the-radio-agency-warns-of-the-coming-sports-apocalypse-301077532.html

“How Legacy Media Can Get Back into the Demand Generation Business”
https://adage.com/article/opinion/opinion-how-legacy-media-can-get-back-demand-generation-business/2261791

Revising advertising strategy (again)
https://digiday.com/media/its-a-dangerous-time-to-go-dark-going-into-q3-advertisers-scrap-initial-2020-strategies/

Travelers feel safe with RV vacations this summer
https://www.chicagotribune.com/coronavirus/ct-rv-travel-demand-coronavirus-0520-20200520-gsrds7hj7nheljxznyasfnniue-story.html

Our Charlie Sislen reveals what Research Director, Inc. is seeing in early PPM breakouts
https://brandwidth.libsyn.com/podcast/122-how-will-covid-impact-your-ratings-guest-charlie-sislen-the-research-director-inc

Traditional ad campaigns get results – here are some tips
https://smallbiztrends.com/2020/05/traditional-ad-campaign-tips.html

The future for connected cars and advertisers’ role
https://www.emarketer.com/content/what-lies-ahead-for-connected-cars?ecid=NL1001

Great article to send clients about a reopening marketing strategy
https://blogs.constantcontact.com/marketing-guide-for-businesses-reopening-after-coronavirus

Research Director, Inc.’s “Growing Forward presentation – a recovery toolbox for sellers
https://researchdirectorinc.com/industry-resources/presentations

Rx for ‘Rona Ratings? Brandwidth interviews Charlie Sislen
https://brandwidth.libsyn.com/podcast/122-how-will-covid-impact-your-ratings-guest-charlie-sislen-the-research-director-inc

Interview with Charlie Sislen about how social distancing and working from home has affected the radio business
https://lobpodcast.blubrry.net/

Tips for local ad campaigns
https://smallbiztrends.com/2020/05/traditional-ad-campaign-tips.html

Coronavirus Radio Ideas Facebook group
https://www.facebook.com/groups/coronavirusradioideas/

How are large purchases being impacted by the pandemic?
https://www.warc.com/content/paywall/article/warc-datapoints/covid19haspromptedaquarterofamericanstomakebigpurchases/132631

Wine sales have been increasing
https://progressivegrocer.com/pandemic-fuels-wine-sales-grocery

Nielsen: How to Increase Share of Market in Uncertain Times
https://www.nielsen.com/us/en/insights/article/2020/become-the-brand-that-people-remember-how-to-increase-share-of-market-in-uncertain-times/

How does online pandemic spending compare to online Black Friday spending?
https://www.pricespider.com/pandemic-shopping-black-friday-sales/

Interview with Charlie Sislen – How ratings changes affect radio and advertisers
http://languageofbusiness.biz/2020/05/13/lob-filming-pain-of-running-a-business-is-incredible/

More support for why you should continue to advertise in a recession!
https://www.forbes.com/sites/forbesagencycouncil/2020/05/11/why-you-should-continue-to-advertise-in-a-recession

Maintaining – or increasing – your market share during the pandemic
https://www.nielsen.com/us/en/insights/article/2020/become-the-brand-that-people-remember-how-to-increase-share-of-market-in-uncertain-times

How COVID-19 Is Changing How We Sell – Recording of May 12 Radio Ink Facebook Live session
https://www.facebook.com/radioink/videos/285002592660260/

Westwood One’s Pierre Bouvard summarizes Nielsen’s May 8 client webinars
https://www.westwoodone.com/2020/05/08/nielsen-listening-audiences-rebound-as-am-fm-radio-becomes-the-soundtrack-of-americas-reopening-and-reemergence/

Advertisers are starting to get less serious with their messaging
https://www.reuters.com/article/us-health-coronavirus-advertising/its-okay-to-laugh-again-advertisers-prepare-for-post-coronavirus-economy-idUSKBN22G130

Clothing sales are on the uptick
https://footwearnews.com/2020/business/retail/klarna-consumer-report-spending-increase-apparel-footwear-1202982190/

Meal kit companies are thriving
https://www.grocerydive.com/news/meal-kit-sales-are-cooking-amid-the-pandemic/577367/

Cable is taking a hit
https://www.mediavillage.com/article/Forced-to-Cut-the-Cord-Here-are-the-Alternatives/

Businesses: here’s what not to do during the pandemic
https://www.nbc12.com/2020/05/07/richmond-area-advertising-expert-compiles-list-mistakes-businesses-need-avoid-during-pandemic/

Recording of Nielsen Webinar: Adapting Advertising to a New Normal
https://www.nielsen.com/us/en/insights/webinar/2020/adapting-advertising-to-a-new-normal-insights-trends-and-the-path-forward-during-covid-19/

“Advertising avoidance may be lower on radio than is often assumed”
https://www.warc.com/newsandopinion/news/radio-ad-avoidance-may-be-lower-than-assumed/43562

The importance of branding
https://marketingland.com/people-choosing-trusted-brands-but-marketers-are-pulling-brand-campaigns-279180

Consumer reactions to coronavirus-related advertising
https://www.westwoodone.com/2020/05/04/what-does-the-pandemic-mean-for-ad-creative-and-marketing-plans-several-new-studies-offer-strategies/

Car discounts have things looking up for the auto market
https://www.reuters.com/article/us-health-coronavirus-autos-demand-analy/discounts-may-help-cure-u-s-auto-markets-coronavirus-hangover-idUSKBN22G17Y

Macy’s reopening plans
https://www.nytimes.com/2020/04/30/business/macys-reopening-stores-coronavirus.html

How will the pandemic affect ride-share usage?
https://www.mediapost.com/publications/article/350657/pandemic-could-prompt-vehicle-sales-from-former-ri.html

Advice for branding during a crisis
https://www.noeticconsultants.com/how-to-ensure-your-brand-has-purpose-in-crisis/

Alcohol buying habits during the coronavirus pandemic
https://www.cnn.com/2020/04/29/business/beer-sales-coronavirus/index.html

Gordon Borrel webinar about how an advertiser’s message shifts throughout the year
https://cdn.borrellassociates.com/BorrellMiami2020Videos/CRISISMARKETING_PARTIII_%20PREPARING_FOR_GRAND_REOPENING.mp4

How media consumption during lockdown varies by generation
https://www.weforum.org/agenda/2020/04/covid19-media-consumption-generation-pandemic-entertainment/

Reaching voters during the pandemic
https://www.campaignsandelections.com/campaign-insider/3-things-to-consider-when-placing-media-in-the-coming-weeks

How tele-health can help with increased mental health needs during the COVID-19 pandemic
https://thehill.com/opinion/technology/494732-people-have-increased-anxiety-and-depression-from-covid-19-telehealth-can

Brands can foster human connection
https://www.mediavillage.com/article/brands-connecting-with-purpose-through-audio

Narrowing the focus of your sales team
https://digiday.com/media/publishers-are-changing-their-sales-teams-to-forge-fewer-bigger-client-relationships/

Brands shouldn’t be afraid that they’ll offend consumers by advertising now
https://www.emarketer.com/content/consumers-dont-think-brands-should-stop-advertising-during-coronavirus-pandemic

“Crisis Marketing Resources” from Borrell (webinar added 4/27/20)
https://wordpress.borrellassociates.com/crisis-marketing-resources/

“Local Radio Is Outperforming Other Streaming Media During Pandemic”
https://www.allaccess.com/net-news/archive/story/195785/cox-media-group-study-says-local-radio-is-outperfo?ref=mail_net_news

The case for real estate professionals to keep marketing
https://rismedia.com/2020/04/26/reasons-real-estate-professionals-should-not-cut-marketing-budget/

Advice for businesses to maintain their “voice”
https://radioink.com/2020/04/19/four-articles-same-conclusion/

“What Listeners Want from AM/FM Radio Right Now”
https://www.westwoodone.com/2020/04/20/new-study-what-listeners-want-from-am-fm-radio-right-now/

What radio provides for its listeners
https://www.bbc.com/news/entertainment-arts-52283344

The strength of small businesses
https://radioink.com/2020/04/17/radio-grows-business-during-challenging-times/

Promoting your stream
https://radioink.com/2020/04/19/making-lemonade/

Electric cars are more attractive than ever
https://electrek.co/2020/04/09/study-pandemic-lockdowns-are-encouraging-more-consumers-to-buy-electric-cars/

Trump vs. Rush – both love radio
https://radioink.com/2020/04/16/trump-knows-what-connects-with-the-people-radio/

Modifying advertising for financial institutions
https://thefinancialbrand.com/95284/financial-institution-advertising-digital-media-brand/

Summary of Nielsen’s April 14 client webinar – how did listening in March fare?
https://www.westwoodone.com/2020/04/14/am-fm-radio-exceeds-expectations-what-you-need-to-know-about-nielsens-march-2020-portable-people-meter-audience-data/

Changes in consumer spending due to coronavirus
https://www.nytimes.com/interactive/2020/04/11/business/economy/coronavirus-us-economy-spending.html

Media behaviors may not have changed as much as we expected
https://www.westwoodone.com/2020/04/13/am-fm-radio-streaming-pandora-spotify-podcasts-and-television-how-usage-has-changed-less-than-expected-during-the-coronavirus-outbreak/

An increase in email marketing engagement
https://gritdaily.com/email-marketers-see-increase-in-engagement-during-covid-19-crisis/

What consumers want from advertising
https://www.exchangewire.com/blog/2020/04/09/unruly-finds-uk-consumers-want-feel-informed-ads/

Radio aims to give high school seniors what they’re missing this spring
https://www.allaccess.com/net-news/archive/story/195455/kiis-fm-los-angeles-hosts-virtual-prom-may-1

37% of jobs can be done from home
https://www.forbes.com/sites/traversmark/2020/04/09/37-of-jobs-can-be-done-from-home-according-to-a-new-economic-analysis

Home improvement stores are getting a lot of business
https://www.foxbusiness.com/lifestyle/coronavirus-lowes-refrigerators-water-heaters

Yet another article emphasizing how important it is to advertise during a recession
https://www.marketingweek.com/mark-ritson-marketing-spend-recession-coronavirus/

90% of WFH’ers listen to broadcast radio
http://www.insideradio.com/free/report-90-of-americans-who-work-from-home-listen-to-broadcast-radio/article_31ef7cc2-789f-11ea-b99c-2f15c9a4b0e6.html

New opportunities for local businesses
http://www.insideradio.com/free/yes-the-u-s-economy-is-tanking-but-for-local-businesses-and-radio-sales-pros/article_dfaace8e-77d7-11ea-8e6b-7793154beff3.html

Entercom’s “Stay Connected” campaign
https://www.allaccess.com/net-news/archive/story/195365/entercom-unveils-coronavirus-pandemic-stay-connect

98.7 ESPN in New York helps us find out who’s still open for business
https://barrettsportsmedia.com/2020/04/07/98-7-espn-ny-creates-map-of-open-local-businesses/

WFH – past, present, and future
https://sloanreview.mit.edu/article/three-elements-for-successful-virtual-working

Insights from Chief Marketing Officers around the country
https://www.forbes.com/sites/martyswant/2020/04/07/cmo-tracker-how-top-marketers-are-navigating-advertising-and-management-during-covid-19

More support for the need to advertise during a crisis
https://radioink.com/2020/04/06/educating-your-existing-advertising-partners/

Radio making an immediate impact
https://radioink.com/2020/04/03/only-radio-can-make-an-immediate-impact/

Shifting gears to keep up with shifting listening patterns
https://nuvoodoo.com/covid-19-media-data/

Improving your WFH space
https://bigthink.com/personal-growth/home-office-productivity-isolation

Supporting your restaurant clients
https://blogs.constantcontact.com/marketing-tips-for-restaurants-covid-19-crisis/

Radio is the last legacy medium to have predicted growth over the next few years
https://www.mediavillage.com/article/radio-the-last-bastion-of-legacy-media-strength/

Coronavirus Effect on Advertising Report
https://www.advertiserperceptions.com/wp-content/uploads/2020/03/03.25.2020-Coronavirus-Effect-on-Advertising-WEBINAR-PDF-1.pdf

Out of the UK: Stations are seeing good results by “reinventing” themselves
https://radiotoday.co.uk/2020/03/coronavirus-pandemic-makes-radio-stronger-than-ever/

“Shutting the faucet off and expecting just to turn it back on is not a smart scenario”
https://www.jaxdailyrecord.com/article/consultant-advises-businesses-to-keep-marketing-to-stay-relevant-to-customers

Listeners see their requests performed live
https://www.bbc.com/news/entertainment-arts-52131810

How WFH is changing media routines
https://www.mediavillage.com/article/homebound-americans-turn-to-radio-just-differently/

An open letter about the power of radio
https://www.allaccess.com/net-news/archive/story/194996/radio-s-finest-hour-local-broadcast-radio-was-made

Responses to the pandemic based on gender and generation
https://chainstoreage.com/survey-reveals-demographic-differences-consumer-response-covid-19

Care for a drink? Liquor store sales skyrocketing
https://www.mediapost.com/publications/article/349145/huge-spike-in-liquor-store-sales-as-americans-are.html

Info on online grocery shopping
https://www.grocerydive.com/news/nearly-one-third-of-us-households-shopped-for-groceries-online-in-the-pas/575038/

Nielsen’s COVID-19 Intelligence Roundup
https://www.nielsen.com/us/en/insights/podcast/2020/covid-19-intelligence-roundup/

BBC: “The public are tuning to radio in times of crisis”
https://www.bbc.com/news/technology-52037461

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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