Audio Sways the COVID-19 Vaccine Hesitant According to Audacy Study
PHILADELPHIA, PA – April 15, 2021 – Results from Audacy’s Vaccine Hesitancy Custom Survey show that audio is the leading media source in the fight against COVID-19 and a driving force behind Americans’ willingness to receive the COVID-19 vaccination. Audacy engaged market research firm S. Radoff Associates to complete a study testing audio’s trust and influence during the ongoing COVID-19 pandemic.
For the vaccine hesitant population, audio is the most trusted source of information about COVID vaccination (46%), ahead of TV news shows (42%), friends and family (40%), articles in a local (37%) or national (36%) newspaper, and social media (27%). The study also found that the vast majority of vaccine hesitant U.S adults (81%) say they will take some form of action if they hear a local radio or podcast host provide information about the benefits of COVID vaccines and recommend that listeners receive a COVID vaccine.
“Since the onset of the pandemic, audio has served as a trusted companion for listeners seeking vital information, local news and sports and entertainment,” said Idil Cakim, Senior Vice President, Research and Insights, Audacy. “As America slowly but surely returns to normal life, the vaccine is a major step towards doing what we all love again – going to sports events, dining at our favorite restaurants, or creating memories with loved ones – and our study shows how big of a role audio is playing in inspiring Americans to make a plan to get their shot.”
Some additional key findings include:
The study consisted of a survey of a nationally representative population of adults. S. Radoff Associates compiled the data to result in an examination of consumer experiences with audio versus various other mediums such as TV, video, social, and print platforms.
About Audacy
Audacy is a leading audio content and entertainment company. As champions of audio, we connect with people in the moments that matter — delivering trusted local news, passionate sports and your favorite music across 220+ radio stations, premium podcasts, live events and digital experiences that reach more than 200 million listeners every month.
We create compelling content, foster deeply engaged audiences and deliver outcomes that matter for advertisers. Learn more at www.audacyinc.com and join the conversation on LinkedIn, X, Facebook and Instagram.