Heavy AM/FM Radio Listeners Are Ready To Spend According To New Nielsen COVID-19 Consumer Sentiment and Spending Intention Study
From April 30 to May 2, 2020, Nielsen fielded a national study of 1,000 adults to probe the degree of consumer sentiment on COVID-19 and spending optimism. Nielsen identified three equal-sized consumer segments with varying degrees of post-COVID-19 normalcy.
AM/FM radio is the soundtrack of America’s reopening and reemergence
One of Nielsen’s major conclusions from their consumer study is that those with greater spending optimism are more likely to be heavy AM/FM radio listeners.
The one-third of the U.S. population in the “ready to go” consumer segment will be the engine of the American recovery. The “ready to go” consumers are more likely to be heavy AM/FM radio listeners.
Heavy AM/FM radio listeners say they will spend more soon
Across various consumer categories, heavy AM/FM radio listeners are far more likely to indicate that they will be spending in the near term compared to heavy TV viewers. For example:
- Grocery: 65% of heavy AM/FM radio listeners intend to spend more money than they are now once restrictions are eased within 2 months at grocery stores compared to 57% of heavy TV viewers
- Restaurants: 57% of heavy AM/FM radio listeners intend to spend more on takeout from a restaurant or on fast food compared to 52% of heavy TV viewers
- Home improvement: 35% of heavy AM/FM radio listeners intend to spend more at hardware/home improvement stores compared to 21% of heavy TV viewers
- Auto parts: 27% of heavy AM/FM radio listeners intend to spend more on auto parts versus 19% of heavy TV viewers
One-third of heavy AM/FM radio listeners say they will purchase a vehicle in the next year, a far greater proportion than heavy TV viewers or the total U.S.
There is good news for auto dealers. Among those who have postponed a major purchase due to the crisis, heavy AM/FM radio listeners intend to move forward with an auto purchase once restrictions are eased. Within the next 12 months, 32% of heavy AM/FM radio listeners intend to purchase or lease a new/used vehicle, compared to 17% of heavy TV viewers and 23% of the total population.
There is a growing number of optimistic Americans who feel life is returning to normal
Advertisers who seek to influence shoppers who are ready and willing to spend will find them listening to American AM/FM radio. More than heavy TV viewers, heavy AM/FM radio listeners are ready to be at the forefront of marketplace spending across dozens of categories. Their growing consumer confidence is a key driver of the countrywide momentum towards a more normal way of life and spending.
How to sell this to your local advertisers
This is extremely timely data, and something you’ll want to have in your sales kits as soon as possible. It speaks strongly why a buy on your station right now is set to reach those most likely to spend. This month, we’ve included a primary one-sheet as part of Local Sales Insights, plus a bonus one-sheet on the automotive category, which we know if particularly important to you. Download, add your logo, and get this story out to your sponsors!
Click to Download:May Local Sales Insights
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