A Reboot the Commute Update: The Delta Variant

We launched the webinar presentations of NuVoodoo Ratings Prospects Study 18 last week. Sessions continue this week and wrap up in early August. Register for the remaining session that works best for you at nuvoodoo.com/webinars:

• Tuesday, July 27 at 12 Noon EDT
• Thursday, July 29 at 2 PM EDT
• Wednesday, August 4 at 3 PM EDT

Last Tuesday, just over 24 hours before the initial webinar presentation, we knew that while we had tons of data, we had nothing about the Covid-19 Delta variant. After all, when we were collecting interviews for Ratings Prospects Study 18 in mid-June, the Delta variant was mostly in other parts of the world. While our June data point to a healthy return to more folks commuting to work, there’s reason to imagine the Delta variant could impede the speed of that return.

So, last Tuesday morning we crafted a short questionnaire and fielded a study among persons 14-64 nationwide. I had data tables later that afternoon with the results of over 1300 interviews, balanced for gender, age, ethnicity and geographic region.

We started with a simple question about vaccination status and see that while over 60% of this sample of 14-64’s is at least partially vaccinated (with more planning to get vaccinated), 8% are still waiting for full FDA approval or some other sign in order to feel safe – and 18% are solidly against getting the vaccine. Overall, vaccine resistance shows up most among women and 25-54’s.

Regions play a huge role in vaccine acceptance. Vaccine resistance is at 12% and 14% in the Northeast and Western US regions, but is at 22% in the Midwest and 23% in the Southern US (with just under half fully vaccinated in that region).

What’s fascinating is that it’s the unvaccinated portion of the sample who say they’re not at all concerned about the Delta variant. Among the unvaccinated part of the sample, 29% say they’re not at all concerned about the Delta variant and only 26% say they’re at least moderately concerned. That’s a big contrast with those who are fully or partially vaccinated (or plan on getting vaccinated as soon as they can); among that group just 15% say they’re not at all concerned and nearly half say they’re at least moderately concerned (and are either being more careful in daily activities or have made significant changes to their activities).

We remain hopeful that more vaccinations will equate to Americans being able to return fully to working outside the home (and their daily commutes), kids going back to school, and all of us enjoying the things we love. Our webinars continue this week. We’re diving into a host of issues important to generating the best ratings results possible:

• Tune-in catalysts: what actually causes listeners to switch or listen more
• What drives those willing to wear a meter or fill out a diary
• Impact of new car audio entertainment systems on radio
• Smart speakers, streaming and podcasts
• Most-used social and digital channels, including an update on OTT (Over the Top) video
• Where likely ratings participants notice radio station marketing campaigns
• Contests: including prize amounts, frequency of play, local vs group contests, and contest credibility
• A deep dive on ratings likelies who listen to the radio for an hour or more each day: this small fraction of the overall audience is what makes or breaks station ratings

In less than 45 minutes, we’ll cover topics essential to radio for capitalizing on rising PUMM and PUR levels and leveraging increased average quarter hour ratings. And we’ll stay on as long as necessary to answer all your questions. Register at nuvoodoo.com/webinars.