As of Mar. 16, when most Canadians began sheltering-in-place and/or working from home, 88% of weekly reach was retained during the first six weeks covering Mar. 16 – Apr. 26, compared to the previous six weeks encompassing Feb. 3 – Mar. 15.
When comparing the pre-COVID period (Feb. 3 – Mar. 15) vs. the COVID-19 period (Mar. 16 – Apr. 26), nearly 80% of women, 18+, and 83% of men, 18+, were reached weekly by radio during COVID-19 across the Canadian PPM markets (Toronto, Montreal, Vancouver, Calgary, Edmonton), compared to 92% and 93% respectively pre-COVID.
Radio Connects has published its own insights, based on both Numeris data and radio specific surveys done in conjunction with Maru Canada and Angus Reid Forum that tracked listening behaviour week-over-week in March and April.
Their findings indicate that despite changes in listening habits, Canadians are still connecting with AM/FM Radio.
- As listening locations shift, Canadians are rediscovering radio at home with A18+ in-home tuning up +19%, A18-34 +16%, A18-49 +24% and A25-54 +26%.
- Streaming AM/FM Radio is gaining share of minutes tuned, up +32% A18+, +62% A18-34, +52% A18-49 and +52% A25-54, vs. Pre-COVID-19.
- Listening is occurring across multiple platforms with a +24% increase in streaming on smart speakers since pandemic measures were instituted.
The study found that radio is more likely to be reaching those who are “out and about” like essential service workers and caregivers. It also looked at Canadian listener attitudes toward advertising during the pandemic, finding:
- Canadians believe brands should be advertising, particularly if they give them important information on brands they regularly buy.
- 86% of Canadians believe that brands have an enormous platform to do good, while still earning profit.
- Canadian companies that are taking an active role supporting workers and their communities will gain loyal customers.
- Radio listeners are “out and about” and more likely to ensure their household has enough essential supplies, and want to hear about sales, discounts, and reduced shipping on items they frequently purchase.
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