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As part of RAB’s Business Unusual initiative, RAB’s next Open for
Business live-video series features Jacobs Media with exclusive
findings from the third iteration of “The Impact of COVID-19 on Radio
Listeners” tracking study. This study focuses on how radio listener
attitudes and behavior have changed since the onset of COVID-19, along
with revealing important new insights about shopping for the upcoming
holiday season.
In late March, followed by a second wave in May, the Radio Advertising
Bureau partnered with Jacobs Media on its first national tracking study
to provide radio broadcasters with guidance to help them better
understand the mood of the audience, how their radio and entertainment
habits had been impacted, as well as ways their spending patterns had
changed since the onset of COVID-19.
Four months later, and as the December holidays are soon to approach,
Jacobs Media in partnership with the RAB is fielding a follow-up
listener survey the week of September 28. Findings from this new
wave of audience research will provide broadcasters with quantitative
insights for advertisers to ensure a successful 4Q holiday season.
Broadcasters still have time to take part in this study. To find out
more information and to get involved, click here.
Along with tracking information from the previous studies on the
audience’s current mindset and media consumption patterns, the new
findings will include:
- The impact of COVID-19
on shopping plans, including local businesses vs. e-commerce
- Black Friday shopping
plans
- Planned spending by
category
- How radio can help
improve their holiday shopping experience
The live session featuring key
findings takes place Monday, October 12 at 11 a.m. Central and
features:
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