FMR Associates and Eastlan Ratings conducted a meta-study of Eastlan data and found that in the last six months, weekly AM-FM radio listening is up 31%, an early indicator that traditional radio is bouncing back as the pandemic slows down. Even more significant is the fact that this growth comes during a time when other audio options are becoming more plentiful. The strongest growth is among adults 25-44, at 37%. The gender split is about even. Reasons cited for the bump include more people returning to the physical workplace, the concomitant commuting, and people cutting back on paid audio and video subscriptions.
The Spirit of Local Broadcasting
