T O D A Y ’ S A G E N D A
1 . I n p u t f r o m R A B M e m b e r s
2 . T h e P a n d e m i c
3 . W h a t A r e C o n s u m e r s R e a d y t o D o ?
4 . B u s i n e s s D u r i n g t h e P a n d e m i c
5 . E x p e c t a t i o n s & M e s s a g i n g
6 . A d d e n d u m : S a m p l e L o c a l M a r k e t R e s u l t s
S E C T I O N O N E :
H O W A R E Y O U D O I N G ?
R A B - M E M B E R S A L E S P R O S A R E M O R E O P T I M I S T I C
A B O U T T H E I R S T A T I O N ’ S R E C O V E R Y
(RMS) What's your outlook on the recovery of:
3%
7%
12%
36%
42%
42%
51%
48%
39%
10%
3%
7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
The overall US economy The economy in your
market
Business at your radio
station(s)
Not sure
It's going to be slow
Somewhere in the middle
(RMS) What incorrect impressions and/or beliefs about radio do you regularly have to refute with clients?
B I G G E S T R A D I O M I S P E R C E P T I O N :
N O O N E L I S T E N S A N Y M O R E
R A B - M E M B E R S A L E S P R O S V A L U E R A D I O ’ S
C O N N E C T I O N S W I T H L I S T E N E R S
(RMS) In your opinion, what are radio's greatest strengths as a place to advertise? [Top 2 choices]
25%
25%
26%
30%
30%
36%
39%
44%
44%
50%
50%
54%
58%
63%
Low cost/high value
Building brand identity
Ability to drive search
Trusted medium
Building traffic
Targeting
Frequency
Immediacy
Efficiency
Reputation in the local market
Targeting people at work
Reach
Targeting people while driving
Connection with listeners
B I G G E S T R A D I O S T R E N G T H : L O C A L M E D I A
B U S I N E S S C O N S U L T A T I O N ? C O P Y W R I T I N G ?
D E L I V E R I N G R O I ? A E ’ S D O I T A L L .
(RMS) How often are you called up to do these things? [1=Never, 6=All the time; 5+6 responses shown]
21% 25% 36% 43% 52% 53% 59% 60% 63% 72% 74% Contest Logistics Event Planning Promotions Planning Measuring effectiveness Media Planning Delivering ROI Copywriting Business Consultation Negotiate Rates Needs Analysis Advertising Schedule Sales
B I G G E S T N E E D : A W A R E N E S S & P E R C E P T I O N S O F
L O C A L B U S I N E S S E S
(RMS) Do you need these types of information - or are they readily available (or not helpful)? 7% 7% 9% 14% 15% 17% 19% 20% 20% 22% 22% 29% 31% 46% 63% 36% 31% 54% 46% 49% 59% 36% 39% 42% 36% 37% 19% 39% 29% 25% 25% 27% 15% 20% 29% 27% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Jingle/commercial packages for clients
National/Regional research about specific business categories How consumers in your market feel about going to businesses now Turn-key sales presentations More frequent/timely ratings Research about consumers in your market Best messaging to reassure the public it's safe to use a business now Research about specific businesses in your market Public awareness and perceptions of local businesses More accurate ratings Copy ideas Effectiveness of radio compared to other advertising vehicles
S E C T I O N T W O :
T H E P A N D E M I C ( N O O N E P L A N N E D F O R T H I S )
C O V I D - 1 9 C O N C E R N D I P P E D S L I G H T L Y I N J U N E ,
B U T H A S N E V E R R E A L L Y A B A T E D
(DTS) How concerned are you about the Coronavirus (COVID-19)?
0% 10% 20% 30% 40% 50% 60% 3/9 3/16 3/23 3/30 4/6 4/13 4/20 4/27 5/4 5/11 5/18 5/25 6/1 6/8 6/15 6/22 6/29 7/6 7/13 7/20 7/27 8/3 I am not concerned at all about it
I am moderately concerned, but not panicked
I am concerned, but going about life with a few precautions
A N D N O W E X T R E M E C O N C E R N I N T H E S O U T H
E Q U A L S C O N C E R N I N T H E N O R T H E A S T
(DTS) How Concerned Are You About the Coronavirus (COVID-19)?
40% 42% 37% 38% 42% 30% 31% 30% 32% 29% 21% 20% 23% 22% 20% 6% 4% 7% 6% 6% 3% 3% 3% 3% 3% Total Northeast Midwest West South 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% I am extremely concerned, I have significantly altered my regular activities
I am concerned, but going about life with a few precautions I am moderately concerned, but not panicked
I am not concerned at all about it I am not aware of it
E M P L O Y M E N T I S U P , T H O U G H M A N Y A R E S T I L L
W O R K I N G F R O M H O M E
(DTS) Which best describes your current situation?
18% 20% 24% 27% 29% 34% 38% 36% 35% 34% 25% 21% 17% 16% 14% 17% 16% 17% 17% 17% 6% 6% 6% 5% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
April May June July August
Other
At home; I was not formerly working outside the home
At home, no longer working my regular job
Working from home
T H E P L U R A L I T Y D O E S N ’ T T R U S T G O V ’ T A D V I C E
(DTS) Which statement best describes how you feel right now?
28% 37% 35% 35% 34% 44% 25% 20% 22% 22% 15% 20% 24% 24% 25% 7% 9% 10% 10% 10% 4% 6% 7% 6% 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
April May June July August
Not sure
Everything should reopen: people can wear masks if they want
Gatherings like concerts & sports events should stay closed, but businesses & stores should reopen
People should be able to go back to work as long as extra safety precautions are put in place People should stay home until officials say it's safe
I'm staying home until I feel safe, even if officials say it's okay to go back
S E C T I O N T H R E E :
W H A T A R E T H E Y R E A D Y T O D O ?
C H I L D R E N ’ S A C T I V I T I E S : E V E N W I T H M A S K S &
S O C I A L D I S T A N C I N G , M A N Y W A I T F O R A V A C C I N E
(DTS) When Will You Go Back?
12% 11% 11% 17% 16% 15% 10% 15% 15% 16% 14% 15% 14% 16% 14% 15% 27% 20% 17% 25% 26% 28% 24% 20% 42% 45% 47% 39% 40% 37% 46% 43% 4% 8% 12% 4% 4% 4% 6% 8% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Send kids back to school
Send kids to day camp Send kids to sleepaway camp Host or attend playdates Host or attend children's birthday parties Go to a public playground Go to an indoor playspace Go to a community pool
Now/No additional measures If officials give the okay With masks, social distancing, etc. When there's a vaccine or treatment Will not do this in the future
P A R E N T S O N B A C K - T O - S C H O O L :
J U S T C O N T R A D I C T I O N S
(DTS) Please agree or disagree with these statements [“Agree” only shown]
55% 56% 59% 74% 76% 78% 79% 85%
Schools should re-open for in-person classes this Fall Schools should re-open because parents need to return to work Officials deciding whether to reopen schools are working for
people's best interests
The CDC recommendations should be the main consideration for re-opening schools
It is not safe to re-open schools this Fall Re-opening schools will put teachers and staff at risk Re-opening schools will put children and their families at risk Employers should offer more support for working parents so that
L I F E S T Y L E A C T I V I T I E S : S H O P P I N G & W O R K O K A Y
F O R 7 0 % + W I T H M A S K S & S O C I A L D I S T A N C I N G
(DTS) When Will You Go Back?
11% 14% 11% 12% 14% 16% 16% 18% 15% 16% 15% 15% 15% 15% 14% 17% 24% 27% 20% 31% 28% 34% 43% 36% 44% 39% 49% 36% 37% 32% 24% 27% 6% 5% 5% 6% 6% 2% 2% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Bar Gym/ Fitness facility
Movie/ Concert Public transit Religious service Restaurant Shopping Work
Now/No additional measures If officials give the okay With masks, social distancing, etc. When there's a vaccine or treatment Will not do this in the future
V A C A T I O N / L E I S U R E A C T I V I T I E S :
S O M E F E E L S A F E R T H A N O T H E R S
(DTS) When Will You Go Back?
12% 12% 22% 10% 17% 12% 11% 15% 15% 17% 16% 14% 16% 15% 25% 22% 31% 15% 32% 26% 21% 44% 47% 28% 46% 35% 42% 47% 4% 4% 2% 12% 3% 4% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Airline Amusement park Beach Cruise Hotel Outdoor festival Sporting event Now/No additional measures If officials give the okay With masks, social distancing, etc. When there's a vaccine or treatment Will not do this in the future
S E C T I O N F O U R :
B U S I N E S S D U R I N G T H E P A N D E M I C
C A B L E & I N T E R N E T V I T A L D U R I N G C O V I D T I M E S
(DTS) Since the COVID-19 Outbreak, are you using and/or buying the following types of services more, less or the same amount?
22% 11% 13% 34% 15% 17% 10% 19% 34% 40% 39% 45% 43% 39% 34% 42% 20% 32% 31% 11% 34% 32% 40% 25% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Alcoholic beverages Automotive Beauty/ Cosmetics
Cable/ Internet Clothing Convenience Stores
Department Stores
Electronics Using More Using the Same Amount Using Less
L E S S D I N I N G O U T = M O R E G R O C E R Y P U R C H A S E S
(DTS) Since the COVID-19 Outbreak, are you using and/or buying the following types of services more, less or the same amount?
9% 13% 16% 16% 39% 16% 13% 22% 23% 34% 54% 39% 46% 53% 39% 39% 56% 39% 20% 36% 11% 22% 30% 22% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Family or Fine Dining Fast Casual Restaurants Finance/ Banking
Gas Stations Groceries Healthcare Home Furnishings
Home Improvement Using More Using the Same Amount Using Less
O N L I N E R E T A I L U P
( W I R E L E S S C O M M U N I C A T I O N S A L S O U P S O M E )
(DTS) Since the COVID-19 Outbreak, are you using and/or buying the following types of services more, less or the same amount?
11% 9% 10% 35% 16% 20% 10% 25% 45% 64% 41% 37% 56% 37% 34% 49% 25% 13% 19% 15% 17% 32% 28% 17% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Home Repairs Insurance Landscaping Online retailers Pharmacies Quick Serve/ Fast Food
Sporting Goods Wireless Comm Using More Using the Same Amount Using Less
F E R T I L E C A T E G O R I E S F R O M R A B M E M B E R S
(RMS) What new products or services are advertising now that they weren't before?
ATTORNEYS
AUTO GLASS REPAIR
CLEANING SERVICES
ELECTRICIAN
HANDYMAN SERVICES
HOME IMPROVEMENT
HVAC/PLUMBING
INSURANCE
JUNK PICK UP/CLEANOUT
LAWN/GARDEN
MEDICAL
RECRUITMENT
RESTAURANT TAKEOUTS
ROOFING
S E C T I O N F I V E :
E X P E C T A T I O N S & M E S S A G I N G
C O N S U M E R S E X P E C T C O M M O N - S E N S E P R E C A U T I O N S
F R O M B U S I N E S S E S A S T H E E C O N O M Y O P E N S
(DTS) What do you expect from the companies you trust as the economy opens? Please check all that apply (Multiple Response)
70% 69% 68% 65% 65% 59% 55% 53% 50% 4% Have hand sanitizer available throughout facilities Require customers to wear masks Require employees to use masks/gloves Sanitize public bathrooms hourly Limit the number of people allowed in a facility Sanitize dressing rooms after each customer Publicize what they're doing to keep customers safe Enact no-touch policies where possible Support hard hit individuals and healthcare workers Nothing. I expect business to return to the way it was
T H E R E ’ S S T R O N G F A T I G U E W I T H
“ W E ’ R E A L L I N T H I S T O G E T H E R ” C O P Y
(DTS) How do you feel about the following types of ads?
27% 77% 61% 61% 49% 65% 55% 19% 57% 45% 38% 28% 36% 36% 17% 24% 18% 22% 33% 16% 20%
The same ads as usual (not acknowledging
COVID-19)
Ads offering COVID-19 discounts Ads highlighting COVID-19 policies (touchless delivery, etc.) Ads/sponsorships highlighting COVID-19 donations or fundraisers Ads acknowledging the crisis ("We're all
in this together," etc.) Ads thanking frontline workers Ads focusing on post-COVID plans as businesses open up This type of ad gives me a positive opinion of a brand
I'm more likely to use products/services from a brand after seeing/hearing this type of ad I'm sick of seeing/hearing this type of ad
F O C U S O N C U S T O M E R S A F E T Y
B U I L D S P U R C H A S E I N T E N T
(DTS) How likely or unlikely are you to visit or purchase from businesses based on these advertising messages?
11% 11% 13% 17% 18% 14% 13% 12% 15% 21% 33% 34% 30% 18% 16% 33% 37% 34% 27% 40% 40% 18% 24% 18% 9% 13% 7% 17% 44% 16% 12% 7% 9% 9% 13% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% A no mask policy and the importance of personal freedom A radio personality broadcasts live from the business
to prove it's safe
A radio personality gives a personal
endorsement about the business
being safe for customers
How customers can pay without having to touch
anything
It's too risky to come in, so the business offers
deliveries & curbside pickup
Steps the business has taken to keep
employees & customers safe
Zero percent financing Definitely visit/purchase Likely to visit/purchase Might or might not visit/purchase
A D D E N D U M :
A T L A N T A : R A D I O A D S G E N E R A T E P O S I T I V E B R A N D
O P I N I O N S & P U R C H A S E I N T E N T
(RAS) Have you heard ads from any of these brands on the radio recently? If so, how do you feel about the brand after hearing the ads?
15% 9% 19% 20% 9% 12% 12% 15% 21% 20% 30% 28% 22% 13% 18% 23% 23% 25% 22% 25% 22% 21% 18% 33% 42% 46% 28% 27% 46% 54% 52% 29% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Comcast Emory Health Care System
Kroger Publix Reliable Heating & AC Shane Jewelers Spectrum Cable TV TMobile Adv: Unaware Adv: Aware
Adv: Positive brand opinion
C H I C A G O : R A D I O A D S G E N E R A T E P O S I T I V E B R A N D
O P I N I O N S & P U R C H A S E I N T E N T
(RAS) Have you heard ads from any of these brands on the radio recently? If so, how do you feel about the brand after hearing the ads?
13% 14% 14% 19% 18% 14% 21% 7% 25% 21% 19% 24% 23% 21% 26% 10% 29% 22% 28% 26% 22% 29% 24% 22% 32% 43% 39% 31% 37% 35% 29% 61% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
AT&T Blue Cross Comcast Dunkin Menards Sprint TMobile Wintrust Financial
Adv: Unaware
Adv: Aware
Adv: Positive brand opinion
