Jacobs Media Strategies is mounting a third study on how COVID-19 is affecting radio. The study, in partnership with the RAB, will take at look at how radio audiences plan to shop this holiday season.
Jacobs says along with tracking questions from the previous two studies in March and May, the new survey will include questions on:
- Plans on shopping on Black Friday.
- Compared with 2019, how much they plan to spend on the holidays this year.
- How radio audiences are accessing shopping information, and what types of information they specifically want.
- Online shopping vs. local businesses.
- Which categories they are planning on spending.
- What can radio stations provide to become a resource for holiday shopping information.
According to Jacobs the latest study is, “To provide broadcasters with the necessary radar to arm participating radio stations with information they can use to develop a sales strategy and focus on areas that can generate the most revenue.”
This survey is open to commercial radio stations in the U.S. and Canada only. You can find more details and registration information Here.
