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Radio Helps Advertisers Keep Pace with Runners, Joggers and Walkers


Aug 12, 2021

According to a 2020 United Healthcare survey and The Outdoor Foundation’s annual report, running, jogging and walking/hiking were many Americans’ top choice for exercise since the start of the pandemic. For many, radio is likely to be their #1 exercise partner based on data from five selected Spring and Summer 2021 market surveys from Local Sports Insights.


In Springfield, MA; Orlando; Houston; Phoenix and Sacramento, at least two-thirds of adults 18+ who ran, jogged or walked during the last four weeks listened to some radio daily. These market surveys also found large percentages of these exercising adults are in higher income brackets, but significant numbers also earn less than $35,000 as well as $35,000 to $75,000.


“What should be of particular interest to many advertisers is the largest percentages of adults participating in these activities are 25–44 and 55–74, which are the all-important Millennials, Gen Xers and Baby Boomers, and with the most disposable incomes,” said Tony Ott, Vice President/General Manager, Local Sports Insights. “Radio is where advertisers marketing not only athletic apparel and footwear, but also bottled water, protein bars and other food and beverage items can reach and engage with runners, joggers, walkers and hikers.”


Another interesting perspective is correlating runners, joggers, walkers and hikers with radio dayparts. In all five markets, more of them are listening to radio during the 10 am–3 pm period, but substantial numbers are also listening 5 am–10 am and 3 pm–7 pm.


Additional analysis of the Local Sports Insights surveys indicates a third or more of adults 18+ who work at home and ran, jogged and walked during the past four weeks were listening to radio during the first three dayparts. 


All of these adult runners, joggers, walkers and hikers crave this exercise to alleviate the stress and anxiety of both their pandemic experience and working remotely. They are focused on their health and wellbeing and radio is the medium for advertisers to keep pace with these people in motion.

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