During July, Boston's 3,142,800 adult radio-listeners spent two hours per day listening to their favorite stations, according to Nielsen. Although local consumers had spent fewer minutes listening at the onset of the pandemic, the current time tuned-in remains unchanged compared to 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 decrease. That, however, was not the case.
In July of 2019, according to Nielsen, 34.3% of radio listening occurred at home. During July of this year, in-home listening jumped to 42.6%. Despite the reduction in out-of-home activities, though, consumers still spent the exact amount of time listening to Boston 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%.
Beginning in 1921, when WBZ became the first station in New England, small business owners have depended on Boston radio to market their goods and services through recessions, depressions, and natural disasters. All the research indicates that AM/FM radio is as dependable now as it was then.