Car Listening Maintains Lead Over Home.
In-car radio listening – which passed that of in-home starting with April (February-April) 2021 data, following a year with home listening ahead during the pandemic – holds onto its lead for a fourth consecutive measurement survey, according to Radio Research Consortium's analysis of data of total week cume persons from Nielsen's combined 44 continuous diary measurement (CDM) markets.
The listening location percentages for total AQH (persons using radio) in July (May-July) 2021 show the percentage of in-car listening (41.3%) staying ahead of home (39.5%). Survey to survey, the location percentages have basically stabilized.
At 41.3%, car still has a way to go to catch its pre-COVID listening levels, which averaged 43.9% vs. home's 36.2% during the first three measurement periods of 2020. During the peak of lockdown, car listening fell to a low of 33.1% for June (April-June) 2020, while home listening hit a high of 49.9%.
RRC's analysis also shows the total week cume persons to radio in July (May-July) 2021 off 0.4% from June (Apr-Jun) at 30.5 million, even though it remains at 99% of the pre-pandemic March (Jan-Mar) 2020 level. At the same time, total AQH gains 0.4% from a year ago.