
Savvy radio veterans will remember that title phrase as the basis of most music radio imaging. While this three-pronged listening approach still applies in diary markets, it is no longer useful in the PPM world.
As the audio landscape has evolved, we are painfully aware that the bulk of radio listening occurs in the car. Unfortunately, one of the unintended consequences of the pandemic was the rise of the hybrid workplace. This has reduced commuting times which has had a negative effect on AQH.
However, perhaps the new administration has unintentionally thrown radio a bone. With the recent executive order mandating that all federal workers return to the office full-time, we could see the beginning of a trend.
I grew up – and spent the bulk of my radio career – in Washington, DC. For those not familiar with that market I will present two truths:
First, the federal government is the largest employer in that market. As of July 2022, 25% of those employed in DC were federal employees.
Second, the area has some of the worst traffic imaginable. Whether it’s due to the inadequate public transit system or roads that were not designed to handle the daily volume of vehicles, commuting in our nation’s capital, in a word, sucks. Well, at least it did in the pre-pandemic days.
I can tell you from experience and anecdotal evidence that the traffic load was reduced dramatically, making days like Monday and Friday almost a breeze.
That is all about to change. While this is bad for commuters, it is a boon for radio. More traffic means more delays, which will increase Average Weekly Time Exposed which will lead to higher ratings (and more road rage incidents).
Admittedly, this may be isolated to this market.
But what if it becomes a trend? We know that employees have embraced the hybrid work model. Employers have reluctantly accepted it. Perhaps this makes it more acceptable for companies to require their workers to be in the office five days a week. Recently companies like Amazon, JPMorgan, Starbucks, Goldman Sachs, and Walmart have made that change. That is only a partial list.
Who are the major employers in your market? Have they joined the no-hybrid club? It might be something to look into.
Let’s face it – we’ll take all the quarter-hours we can get.
This essay is part of a series titled “The Power of Radio.” To view past articles, visit The Ratings Experts at Research Director, Inc. online here.
Steve Allan is the Programming Research Consultant at Research Director, Inc. He can be reached at 410-295-6619 x25 or by email.