During a time of great crisis, radio broadcasters provide the most reliable, relevant, and trusted local news and have helped local communities overcome challenges while becoming the critical link for how people can lend a hand. During the shutdown caused by the coronavirus, there were thousands of small businesses in markets across the country that remained open and desperately needed people to know that. Radio, of course, went above and beyond the call.
Consumer behavior shifted, and continues to shift, at lightning speed due to the COVID-19 pandemic. The crisis sparked concerns about the economy and worries about the physical and mental well-being of people’s families and friends, with more and more folks wondering how they were going to purchase basic items, according to EY.
Consumers lean into their local radio station because they trust the content and the people who carry it. As part of a survey presented in partnership with the RAB, Jacobs Media Strategies asked respondents who they “completely trust” to provide legitimate answers and solutions to the coronavirus outbreak. Radio was second only to the CDC and National Institutes of Health in popularity. Further, 26% and 30% of respondents, respectively, indicated that radio personalities and their favorite morning shows are even more important during the COVID-19 crisis than they ever were.
“AM/FM radio is the soundtrack of America’s re-opening and reemergence,” said Tony Hereau, VP of cross-platform insights at Nielsen, in an article by Inside Radio. The article referred to a webinar in which Hereau discussed a recent Nielsen study showing that heavy radio listeners are key to driving commerce and supporting the economy since they’re more likely to go out and shop once COVID-19 eases in their market.
Radio will support national, regional, and local business and will continue to provide its listeners with the content they trust and rely on, the entertainment they want, the sports they crave, and the passion and humanity they need. The medium will also continue to innovate to deliver branded content the way consumers want it, whether over the air or via smart speaker, podcast, TV, and the next digital gadget to come.
There’s something about the spirit of radio, It helps us all to know each other better and gives us a sense of purpose and community in a time where we need those things more than ever.
