During June, 730,700 Southwest Florida adult radio-listeners spent two hours per day listening to their favorite Fort Myers stations, according to Nielsen. Although local consumers had spent fewer minutes listening at the onset of the pandemic, the current time tuned-in remains little changed compared to a year ago.
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.
In June of 2019, according to Nielsen, 33.3% of radio listening occurred at home. During July of this year, in-home listening jumped to 38.6%. Despite the reduction in out-of-home activities, though, consumers still spent nearly the same amount of time listening to Fort Myers radio.
Overall, the pandemic has inflicted little change on the audio advertising landscape. A study by Edison Research indicates that among all options, local radio's 'share of ear' remains consistent.
During the second quarter of 2019, adult consumers spent 78% of their time with ad-supported audio listening to AM/FM radio. No other medium came close.
During the same quarter this year, consumers devoted 76% of their time with local radio. Podcasts were a distant second at 9%.
Beginning in 1940, when WFTM became the first station in SWFL, small business owners have depended on Fort Myers radio to market their goods and services through recessions, depressions, and natural disasters. All the research indicates that AM/FM radio is as dependable now as it was then.
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