Sound Answers

Q3 ENDS ON A STRONG NOTE WITH NIELSEN'S SEPTEMBER PPM RELEASE

The latest Nielsen PPM data for September 2021 reports radio's weekly reach at 121.5 million, continuing radio's longest streak above 121M since before the pandemic. Weekly cume is up +1.4M year-over-year, and +14.9M ahead of the pandemic low of last April. Radio's Average Quarter Hour persons hit 7.6M in September, tracking an increase of +300,000 over last year, and +1.8M over the pandemic low. AQH levels are strong across various demos, with the greatest YoY growth seen among Hispanics (+8%), Blacks (+6%), and Persons 35-64 (+4%). 

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DRIVE TIMES LEAD IN DAYPART GAINS 

September's AQH gains are seen throughout the day, with strong performances across dayparts. Once again, Drive Times show the most growth over last year, up +1.2M for AMD and +400K for PMD. Both AMD and PMD are within 800K of their pre-pandemic audiences.

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Weekends and Evenings were the first dayparts to rebound, regaining much of their lost audience by the summer of 2020. Therefore, their September YoY gains are smaller, but bring them closer to pre-pandemic levels than the other dayparts. Evenings have increased +100K from last September, and a total of +900K from April 2020. The daypart is now within 200K of its pre-pandemic audience. Weekends are flat YoY, but up +1.5M from pandemic lows, bringing the daypart within 100K of its pre-pandemic audience

The National Retail Federation reports a resurgence of Halloween spending for 2021. In fact, if reality matches expectations, Halloween 2021 spending will hit an all-time high. Findings from the NRF's national survey indicate that 65% of adults plan to celebrate Halloween this year (up from 58%), spending an average of $102.74 per person on costumes, candy, decorations, and cards (+$10 over last year). Total spending is projected to hit $10.1 billion - the highest total ever - with costumes, candy and decorations all exceeding $3B each, surpassing levels reached in 2020 and 2019. 

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TRICK-OR-TREATERS TURN TO BRICK-AND-MORTARS TO PREP

Halloween revelers will be turning largely to brick-and-mortar stores for all their spooky treats. The most popular destinations for 2021 shopping are discount stores (40%), and specialty Halloween stores (35%), while 29% of consumers plan to shop at online retailers.  

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RADIO SERVES UP TREATS FOR HALLOWEEN RETAILERS

Halloween spending is taking place now, with 39% of consumers shopping during the first half of October, and 16% during the latter half. With the majority of consumers taking to their cars to stock up on spooky supplies, what better medium than radio to scare up business for retailers this Halloween? Radio masters time and place opportunities, reaching consumers out of home, on the go, and during prime shopping hours. Numerous studies have proven how well radio works for retailers - delivering positive returns for every dollar spent on radio (Nielsen), and impacting consumer behavior both in-store and online (RAB). 

For more information from the NRF.

STORE OPENINGS OUTPACE CLOSINGS

2020 was a tough year for retailers, with pandemic restrictions leading to temporary closures, changes to business models, supply chain disruptions, and severe declines in sales and revenue. According to real estate firm, CoStar Group, a record high of over 12,000 stores ended up closing their doors for good last year - and stores are continuing to close in 2021. However recent Coresight Research data is showing that store openings are actually outpacing store closings this year. Openings are up +58.3% over last year, and store closings are down -37.9%. 

Coresight Research finds that as of mid-September, retailers have announced 4,969 store openings in 2021, compared to 4,889 store closings. Major retailers opening up locations in 2021 include discount stores Dollar General, Dollar Tree, Family Dollar, and Five Below, along with Foot Locker, Signet Jewelers, Tractor Supply, Aerie, and Bath & Body Works. 

This upturn for retailers is likely due to economic optimism arising from government stimulus programs, as well as the widespread availability and adoption of the COVID vaccines. Normalcy is returning to consumers' lives, and business is picking up, putting retailers in a position to embrace physical retail locations and expand their footprints. It's clear to see that reports of brick-and-mortars' demise are greatly exaggerated. 

RADIO IS A VALUABLE MEDIA PARTNER FOR RETAILERS

Retailers opening new store locations have a powerful media partner in local radio to help promote employment opportunities, as well as grand openings and sales messaging. Radio is the #1 reach medium, engaging consumers across demographics during prime shopping hours. It can activate in the markets where retailers need it the most to recruit employees or attract customers. Radio places advertisers inside communities, on stations listeners trust, and it has been shown that consumers take action, both online and in person, when they hear radio ads. 

For more information from Retail Dive.

October 12th - Borrell - Local Advertising Forecast for 2022. This 30-minute webinar reviews the changes in Borrell's 2021 market-level projections for advertising and marketing expenditures and new forecasts for 2022. Register here. 

October 12th - Futuri - The Future of Audience and Revenue for Radio. A new study by Futuri and SmithGeiger reveals shifts in how Americans perceive, consume, and pay for media content, as well as media executives’ predictions for the sector and confidence in their ability to address emerging challenges. Webinar will cover study findings and how to apply them to grow content, audience, and revenue. Register here. 

October 12th - Kantar - Winter Holiday 2021: Evolving Retail Advertising & Consumer Trends. Join Kantar experts for this exclusive webinar exploring retailers’ Winter Holiday advertising strategies and consumer expectations in today's new normal. Register here. 

October 13th - Nielsen Audio - Nielsen Audio COVID-19 Consumer Sentiment Study. Webinar will cover findings from Nielsen's COVID-19 Audio Consumer Sentiment Study in September including how people feel in light of the Delta variant, lifting of restrictions, the return of many pre-pandemic activities, the state of the economy in local markets, vaccine attitudes and consumer sentiment. Nielsen clients register here. 

October 14th - Radio Advertising Bureau -Radio Works for Advertisers. Health, travel/tourism and government related activities have been greatly impacted over the last 18 months. Attendees will hear from brands and agencies who are laser focused on these categories and leverage radio to drive results. Moderated by KRG President Christine Travaglini. RAB members register here. 

October 20th - Radio Advertising Bureau -Radio Works for Gaming. Webinar focuses on helping sellers prospect the Gaming category. RAB members register here.

States and businesses have been updating COVID-19 related restrictions and regulations. Keep updated on state-by-state and category-specific actions with the links below. 

For more information on tracking America's recovery in terms of employment, finances, leisure, and travel, from CNN

For more information on retail restrictions, from the National Retail Federation

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