Havas Media Group Spain reports that radio has resurfaced in Spain as the most reliable and trustworthy information channel amid the crisis caused by the coronavirus outbreak. The media network, part of the Havas Group, has worked with Canal Sondeo to study the impact and consequences of COVID-19 on consumption habits and the media.
These days, when citizens need to stay at home, they turn to the media to be informed and entertained and, under such circumstances, radio broadcasting has been claiming most of the audiences’ trust. Although TV (85%) and the Internet (online press, social media, and general searches) remain the main sources of information, the study highlights the key role that radio has played during the crisis, taking over the first place on the reliability/trust ranking for media information, followed by TV, printed press and online press. On the other hand, social media rank as the least reliable channels (below the approval mark), followed by the Internet and friends and family.
According to Nielsen, “as more Americans opt to stay home amid growing concerns about the spread of the novel coronavirus (COVID-19), media consumption is, unsurprisingly, peaking. Yet amid the various media options consumers have to choose from, including streaming platforms and connected TVs, a recent Nielsen survey found that 83% of consumers say they’re listening to as much or more radio as they were before the pandemic”.
Podcasts are also important
According to an article published by ElPaís.com, although radio is ruling supreme amid the crisis, early 2020 has shown that podcasts have also been taking an impressive lead when it comes to sharing reflections from different perspectives. Acast has reported that more than 650 podcast episodes related with COVID-19 are available on its platform, with over 16M downloads. Google Trends also echoes such increase: since March 12, 2020 more than 22,000 episodes have been made available featuring the word “coronavirus” in their titles or descriptions. All this makes perfect sense as the need for credible, timely and straightforward information skyrockets in times of uncertainty.
If you need to keep your Hispanic audiences informed with reliable content during the crisis, we are here to help you to communicate your message in English and Spanish through our owned and operated media, radio and podcasts platforms, which are focused on Hispanic audiences.
Contact us for more info: marketing@prisabrandsolutions.com
