Podcasters likely have more listeners tuning in on the morning or afternoon commutes as more workers are saying farewell to their home offices and commuting somewhere to work.
Katz Radio Group says its analysis of recent data from YouGov suggests a clear trending away from work-from-home culture in favor of a commute to workplaces beyond home.
As of June, the analysis says, more than 70% of employed adults were commuting to away-from-home jobs. It’s a group that is comprised of workers with fixed places of business, including offices, factories and shops, in addition to those working remotely but not from a single place.
Since 2020, according to Katz’s analysis, commuting is up 29%, with clear growth across all age groups. Adults 30-44 are most likely to work outside the home (76%), then 18- to 29-year-olds (74%). The youngest cohort has seen the largest rise in commuting since 2020 (+41%).
“An inevitable consequence of increased commuting is a rise in car usage,” Katz says, noting that earlier analysis of traffic congestion data showed AM/FM radio was the best way to reach the in-car audience. “With its dominant presence and usage in vehicles, radio offers unparalleled opportunities for advertisers to connect with millions of engaged and attentive employed adults, precisely when and where they are most receptive,” Katz writes.
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