Last week, Mediapulse published the radio and TV usage figures during the Corona period. While radio lost some reach, it increased its usage time or listening time ( persoenlich.com reported ). Anyone who can report that their business is stable in times when everything is slowing down can be satisfied. Stability is success today.
The increase in listening time shows that listeners are loyal to their program and not just to their habits. That is the second good message. Radio is not just a companion medium that you turn on in the iran rcs data car because that is how you have always done it. Radio is an information and entertainment medium that you stay connected to, even when your daily routine changes. The brand is stronger than the habit. This is shown by the longer usage time. The slight decline in reach is probably due to the disappearance of car commuters and will gradually return to normal.
However, the price for this result is high. Private radio stations are in a difficult economic situation. They maintain their operations and remain close to their listeners even in challenging times. The federal government's public service mandate also requires this. However, the normal operating costs of private radio stations are currently barely offset by any income. Radio advertising has collapsed from one hour to the next.