Before COVID-19, most listening to Philadelphia radio happened outside the home. Delaware Valley consumers were tuning-in to their favorite stations from the car on the way to their job. Then, they tuned-in when they arrived at work. They listened again during the commute back home.
Nielsen recently surveyed consumers who worked from home before and during the novel coronavirus outbreak. The results show, as of June, 66% of respondents now work from home full-time as a consequence of the pandemic.
As consumers are compelled to work from their houses and curtail their commutes, the share of at-home listening to Philadelphia radio has grown 35%, according to Nielsen.
Among homebound employees, Nielsen discovered that listening to music on radio remains an important part of their working hours.
Despite the disruptions to work-life and commuting habits, 3.4 million adult consumers spend, on average, two hours per day listening to Philadelphia radio. This time spent with radio has changed only negligibly from a year ago.
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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