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In June, Nielsen released valuable information on the characteristics of its meter keepers. This goes well beyond age, race, and geography, which we at Research Director, Inc. routinely track.
These are household questions that are asked when the meter is placed in the household. Again, none of these are individual questions, but reflect the entire household.
The final PPM June books were just released. In coordination with XTrends, Research Director, Inc. has analyzed market listening in 47 of the 48 PPM markets and the results are encouraging for the radio industry.
While radio listening declined as a result of the COVID-19 pandemic and resulting economic shutdown, it has rebounded and is approaching pre-COVID-19 levels.
And the hits just keep on comin’ …
As of this writing, over 350 companies have “paused” their social media campaigns. This does not mean they are halting all of their digital spend. This is being done to get Facebook’s attention about the proliferation of mis-information and hate speech on its platforms.
Companies like Ford, Best Buy, Coca-Cola, and Target are willing to take a stand – and potentially sacrifice sales – in order to change how Facebook, as a digital ecosystem, operates. While Facebook is in no danger of going out of business any time soon, this amount of revenue loss will certainly get its attention.
Is this an opportunity for radio?
Recently, Ron Stone, president of Adams Radio Group, formed a new organization, Independent Broadcasters Association (IBA). While still in the formulation state, the launch of IBA should occur in the near future. I had the privilege of talking with Ron about the IBA.
An advantage we have in working with radio stations across the country is greater perspective. We see data from a wide variety of markets and formats. This affords us the opportunity to see broad trends in how listeners are consuming radio. While our sample size does not encompass every station in the country, it is large enough to make some solid observations.
