Before COVID-19, most listening to Augusta radio happened outside the home. CSRA consumers were tuning-in to their favorite stations from the car on the way to their job. Then, they tuned-in when they arrived at work. They listened again during the commute back home.
Nielsen recently surveyed consumers who worked from home before and during the novel coronavirus outbreak. The results show, as of June, 66% of respondents now work from home full-time as a consequence of the pandemic.
As consumers are compelled to work from their houses and curtail their commutes, the share of at-home listening to Augusta radio has grown by 18%, according to Nielsen.
During the spring, 344,400 adult radio-listeners tuned in to their favorite radio stations each week, according to Nielsen. This is 10% more than during the fall, despite the pandemic.
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.