During July, 3.4 million adult listeners spent 2 hours per day listening to their favorite Philadelphia radio stations, according to Nielsen. Despite an avalanche of pandemic induced disruptions, the daily time spent with radio is down by only by one-quarter-hour from a year ago.
Some advertising experts had predicted that as consumers spent more time at home because of COVID-19 concerns, the hours devoted to radio listening would dramatically decrease. That, however, was not the case.
In July of 2019, according to Nielsen, 30.7% of radio listening in the Delaware Valley occurred at home. During July of this year, in-home listening jumped to 41.5%. Despite the reduction in out-of-home activities, though, consumers still spent nearly the same amount of time listening to Philadelphia radio.
Overall, the pandemic has inflicted little change on the audio advertising landscape. A study by Edison Research indicates that among all options, local radio's 'share of ear' remains consistent.
During the second quarter of 2019, adult consumers spent 78% of their time with ad-supported audio listening to AM/FM radio. No other medium came close.
During the same quarter this year, consumers devoted 76% of their time with local radio. Podcasts were a distant second at 9%.
In 1922, three local retailers each put a Philadelphia radio station on the air. These included John Wanamaker's WOO, Strawbridge & Clothier's WFI, and Gimbel Brothers' WIP.Since then, local business owners have used radio advertising to introduce themselves successfully to new customers. Radio has also helped these businesses survive recessions, depressions, world wars, flooding, and blizzards. By any metric, advertising on Philadelphia radio remains the most effective tactic a small business owner can use post-pandemic, as well.
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