The COVID-19 pandemic certainly changed listening habits for many radio users, but the data now shows that news/talk radio is the most impacted format from the shift of employees working from home.
According to data revealed by Fred Jacobs of Jacobs Media, 36% of total radio listeners are now working from home on a full or part-time basis. However, that number jumps to 48% for heavy news/talk listeners.
Sports radio was second on the list with 47% working from home, while the alternative format saw 44% of its main listeners in at least a hybrid situation.
Jacobs noted that while the evidence shows that news/talk consumers are no longer spending as much time in a cubicle or office setting as they did before the pandemic, the Techsurvey 2023 data shows that time spent in cars has “normalized – a lot”, but has yet to return to pre-pandemic levels.
In 2021, 71% of respondents said they were spending less time in their car, and thus, less time listening to the radio. However, in 2023, that number has dropped to 40%, with pre-pandemic levels sitting at roughly 30%.
