May 6, 2020 (White Plains, NY) – New analysis released today reveals that the COVID-19 pandemic has significantly altered the nature of radio advertising over the past several weeks. Media Monitors, the leader in local media monitoring, says its latest research shows how the pandemic has dramatically affected radio advertising by category.
Philippe Generali, President of Media Monitors says, “One of the largest radio categories has cut spending in half: local auto dealers. Dealers associations are even more ad-shy while auto manufacturers are all but absent of the airwaves.
“Retail, restaurants, events, hotels, gyms, movies … remember these? Naturally, when these businesses shut down, their advertising screeched to a halt.” Generali observes.
“On the other side of the spectrum, PSAs and government messages have taken the top spots on our airwaves during the week of April 13. Insurance providers also have a large increase – perhaps an investment in radio spending from some of the cash saved with presumably fewer claims. In that category, Progressive and Geico duke it out for the stop spot, followed closely by Allstate, Liberty and State Farm.”
Media Monitors claims that this sort of data once again demonstrates the power of radio as a broadcast medium for public service and organizational outlets, and confirms that listeners will turn to radio for important information during a highly critical time such as the current pandemic.