Working from home has quickly becoming a reality for some Americans during this COVID-19 Pandemic. Cumulus Media/Westwood One Chief Insights Officer, Pierre Bouvard, answers questions agencies have about what this means for AM/FM radio listening habits:

What is AM/FM radio’s reach among Americans who work from home?
Nielsen Scarborough USA+ reports that 90.8% of Americans who work from home are reached by AM/FM radio. AM/FM radio is the soundtrack of the American worker regardless of where they sit.

What is AM/FM radio’s share of audio at home and how does it compare to the workplace?
Edison Research’s latest Q4 2019 “Share of Ear” study indicates AM/FM radio’s share of ad-supported audio is very strong at home and at work. In both locations, AM/FM radio is the dominant audio platform.

What is the propensity to own smart speakers among people that work from home?
Those that work from home are 43% more likely to own smart speakers according to Nielsen Scarborough USA+.

If more people are at home, what are they listening to on their smart speakers?
Per Edison’s “Share of Ear,” AM/FM radio is the number one most listened to audio source on smart speakers.

What is the impact of listening shifts on Nielsen “RADAR” network radio audience service?
Nielsen’s network radio audience measurement was designed to smooth out the highs and lows of AM/FM radio listening. RADAR is based on a one-year rolling average of four quarters that smooths out the highs and the lows. The four-quarter rolling average stabilizes changes caused by major events throughout the year.

How are audiences reported in Nielsen Audio local markets?
The concept of a rolling average also exists in Nielsen Audio local markets. In the 48 Portable People Meter markets, buyers and sellers generally use an average of the most recent three-month reports. In 44 larger diary radio markets, Nielsen recently introduced Continuous Diary Measurement, which is based on three-month rolling averages.

Are there any early reads on listening from the past week?
Triton, the streaming audio audience service, reports that online audio shares to Public Radio and News/Talk stations have grown in the past week.

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