由于对新型冠状病毒（COVID-19）传播的担忧与日俱增，越来越多的美国人选择待在家里，媒体消费达到高峰也就不足为奇了。然而，在包括流媒体平台和联网电视在内的各种媒体选择中，尼尔森最近的一项调查发现，83% 的消费者表示，他们收听的广播节目与疫情发生前一样多，甚至更多。
As is the case with local TV viewership in times of crisis, radio and on-air personalities present a connection to the real world that listeners gravitate toward and trust. Importantly, 60% of Americans of adults 18 and older hold radio in high regard and trust it to deliver timely information about the current COVID-19 outbreak.“ In a time of heightened uncertainty and disrupted routines, consumers are turning to radio as a trusted source of information and community connection, mirroring patterns observed during past regional and national disasters and weather events,” said Brad Kelly, Managing Director, Nielsen Audio.
Assessing the time consumers spend with media is critical for both radio stations and advertisers, regardless of whether the country is in a crisis. Americans are already spending almost 12 hours each day with media, and that time could grow by 60% among those who stay indoors. The current situation amplifies our reliance on media, and radio stations and advertisers have an opportunity to create lasting relationships with an extremely captive audience—an audience that almost universally (92%) says it’s moderately or extremely concerned about COVID-19. Importantly, 42% of consumers say that radio has helped them deal with the outbreak.
广播电台及其播音员可以为听众提供准确且与其市场相关的信息，而广告商则有机会帮助美国人应对美国历史上前所未有的时期--我们的户外活动极其有限。他们还可以帮助听众在调整和管理过程中获得他们所需要的东西，因为 46% 的人表示，广播可以帮助他们了解当地哪些商店在营业，在哪里购物。那么，在这个自我隔离和与世隔绝的时代，消费者走出家门后打算做些什么呢？
随着营销人员和广告商评估 COVID 对经济的影响，洞察消费者情绪比以往任何时候都更为重要。
"凯利说："广播是数百万消费者的本地命脉，专门为听众提供最新信息，让他们了解社区中最重要的事情。"在这种环境下，人们将广播作为信息和联系的主要来源就不足为奇了。无论是本地新闻、倾听正在发生的事情、与社区成员联系，还是仅仅作为了解哪些重要零售商正在营业的一种方式，广播都在不断满足各地消费者的这些需求。
方法
2020 年 3 月 20 日至 22 日，我们对美国 18 岁以上的 1000 名成年人进行了在线调查，以了解新型冠状病毒（COVID-19）疫情对广播收听行为的影响。
