BPR survey shows that radio Listening grows during the COVID-19 lockdown
Broadcast Programming & Research in partnership with Norstat conducted a nationwide survey of 1700 people in Germany during the week of 23rd March 2020.
This survey shows that despite the impact of COVID-19 and the government imposed lockdown on work and individual movement, media use has increased while consumer spending continues and in many cases has increased
Radio listening increases across all age groups with the biggest listening increase comes among males, listeners who are working from home because of COVID-19 and higher income groups. Most media use has also increased in this period with increased use of free to air TV, streaming TV and Newspapers.
The majority of radio listeners normally listen to mainstream, popular radio stations. And what this survey shows is that relatively few of these listeners have changed away from their usual station. Those that have have done so mainly in search of more news and information.
Working from home is the most obvious change in this period. Previously around 12% of this group normally work from home, during the lockdown, this figure has increased to 38%. There are however many people still going to work (Medical, Food, essential services). Many of these are using private transport more and public transport less. 17% say they are walking to work more.
Buying goods and services continues despite the lockdown. People are still buying good and services. The most obvious of these is food and groceries, people are also buying more drinks and alcohol, Pharmaceutical and medical goods, home entertainment hardware, goods for their homes and additional goods for their home offices. Dining shifts from restaurants to home delivery or takeout.
The majority – between 50% and 66% say that their spending is unchanged.
Contacts:
Peter Don
Principal & Director
Broadcast Programming & Research
www.bprworld.com
peter.don@bprworld.com
