Each week according to Nielsen, 3.3 million consumers tune in to a Boston radio station. This is significantly more adults than watch local TV stations, cable, or streaming video. It is more than browse social media. It is more than listen to streaming audio services or podcasts. It is more than read local newspapers.
There are two traits Boston radio listeners have in common. First, they are very loyal to their favorites, tuning-in to, on average, only 2.7 different stations each week.
Second, and of particular importance to Boston small business owners, radio listeners are returning to 'normal' at a faster rate than the general population after more than two years of pandemic.
Since the onset of the COVID-19 crisis, Nielsen has been measuring consumer sentiment in regard to normal behaviors. In a survey conducted in March of this year, 83% of adults say they are "ready to go and feel life is becoming more normal". This is up dramatically from the same time last year.