RAB NEW Live-Video Presentation featuring Jacobs Media COVID3 Findings - The Impact on Radio Listeners for the Upcoming Holiday Season

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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:


  • Erica Farber, President and CEO, RAB 
  • Fred Jacobs, President and Founder, Jacobs Media 
  • Paul Jacobs, Vice President and General Manager, Jacobs Media

Registration is FREE to RAB Members for the live-video presentation and will be available for on-demand viewing. To register, click here. Attendees will also receive a PDF version of the presentation.

The RAB will continue to provide updates on upcoming Open for Business presentations and additional tools and resources from RAB’s Business Unusual initiative.