UK study shows how radio shone for brands in lockdown

Read the full report from The RADIOCENTRE

On 5th February, Britain’s Office for National Statistics reported that ‘The proportion of adults working from home at some point in the past seven days is the highest since June 2020’. Almost half of working adults (46%) are currently working from home, either full or part-time, because of the coronavirus (COVID-19) pandemic. 
 
But who are these people who can work from home? Do they have any value for advertisers? And if they do, how can brands reach this audience? 
 
The main takeaways for advertisers… 
 
New ways of working, new ways of connecting. 
 
Helping brands forge meaningful connections in a ‘working from home’ world, a new, valuable audience has emerged 
 – Nearly half of working adults are currently working from home, 56% of them are commercial radio listeners. 
 
New listening habits have become established 
– 50% of this group is listening more than pre-lockdown… and they’re listening as they work. 
 
This is an audience itching to spend its money 
– They regularly receive home deliveries, support their local economies and have increased projected spend vs. May 2020. 
 
New working habits are here to stay 
– 61% of this audience is seeking to work from home multiple times a week post-lockdown. 
 
To see the in depth research from The RADIOCENTRE, UK go here.

 
 

 


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