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Cumulus Media’s Westwood One reported that Nielsen revealed the findings of its fifth consumer tracking study since the pandemic. Neilsen held a client webinar on Mar. 31 to present the information from a survey of 1,009 Americans 18 and older, conducted March 11–15, 2021.
Of note was the rebounding of American consumerism, as well as the rise of time spent in a vehicle. Spending was higher amongst AM/FM radio listeners (versus TV watchers). A key takeaway from this report, said Westwood One, is that “AM/FM radio is the soundtrack of America’s recovery and spending resurgence.”
The company detailed 10 things to know about the Nielsen findings:
- Six in 10 Americans now fall into the optimistic “ready to go” segment, a one-year high.
- “Ready to go” consumers spend strongly across a wide array of categories and are more likely to be AM/FM radio listeners.
- Among those employed, two-thirds now work outside the home, up nearly +70% since April 2020.
- Those spending 1+ hour in vehicles is up 150% since April 2020.
- The number of American schoolchildren attending in person classes is up from October. Nine in ten say AM/FM radio is on during the drive to school.
- In the past week, heavy AM/FM radio listeners were 14% more likely to purchase across 21 categories.
- Versus heavy TV viewers, purchase intentions among heavy AM/FM radio listeners are 36% greater.
- Heavy AM/FM radio listeners are 18% more likely than heavy TV viewers to make a major auto purchase in the next 12 months.
- Consumers are bullish: 53% say the economy will improve in the next six months and only 19% say it will worsen.
- On the retail shopping front, consumers say they will return to stores with less curbside pickup and delivery and more e-commerce.
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