For those of us in audience research, you often learn that it takes time for wide-scale change to take hold across an entire population. My friend, Pierre Bouvard, someone who has seen his share of research with Coleman and Arbitron, is fond of saying:
“Perceptions are like glaciers – slow to form and slow to melt.”
And on most days, that’s true. But these are not ordinary times. Entire conventions of behavior, habits, and traditions are eroding or forming – sometimes in just a matter of days.
For radio programmers and content creators, this is a precarious time, because all those “givens” they’ve learned about their target audience may be altered, upended, or are in the course of changing right before our very eyes.
As you’re reading this blog post, our second COVID-19 study is in the field with a goal to capture the mood of the public – specifically, radio listeners representing commercial, public, and Christian music formats. As the data rolls in, we will know much more next week, including how perceptions are shifting as the pandemic moves across the U.S.
By studying our own data, as well as research being conducted by other organizations and companies, we are in the process of identifying archetypes or personas that are developing as a result of the virus and the havoc it is wreaking on the country – and around the globe.
One of these is what we’re calling “comfort seekers” – people seeking solace during the course of this ordeal. And it can come from a variety of sources – food, drink, old movies and TV shows – and of course, music.
The second wave of research from MRC Data / Nielsen Music – “The COVID-19 Tracker” – tells us that many people have listened to new music through the course of this event. But it’s noteworthy that more than six in ten say they have listened to music they had “not heard in a while.”
We might be seeing the results of that rush to comfort – or nostalgia – in the Nielsen PPM numbers for May, in the process of being released nationally this week. Nielsen Audio is tracking all of their format categories across the past three months – in essence, since the outbreak took hold in America, leading to stay-at-home restrictions virtually throughout the country.
While News/Talk stations (unfortunately, Nielsen combines commercial stations with public) are clearly the biggest winners, Classic Rock is one of the few music formats enjoying ratings increases. It’s had an excellent run since COVID-19 became part of our collective lives. Again, this is another one of those indicators that these “comfort seekers” are gravitating to music they know – and love.
But that’s radio. The fact is, we’re seeing these same trends on the video side of the street. ESPN’s hit documentary focused on NBA great, Michael Jordan – The Last Dance – is a multi-episode trip through a sports nostalgia past. It has done really well, especially given the apparent end of the actual pro basketball season, as well as the lack of professional and college sports – at least for now.
With all respect to the NBA stars of today, it is far more comforting to go back a couple of decades to a different time, and a different place that is seared in every sports fan’s memory.
And then there’s Pluto TV. Now owned by Viacom, it’s a free multi-channel streaming video platform. Big deal, right? But Pluto TV specializes in stuff you’re seen before. That includes old favorites like Mystery Science Theater 3000, Jerry Springer, Golden Girls, and yes, Jersey Shore.
Slate’s Andrew Paul points out that on Pluto TV, it’s possible to get lost in reruns of shows like Cops, while also taking in the nostalgic commercials shown on these channels that remind us of “the good old days” of television.
For Pluto TV, the economics are especially positive. Obviously, syndicated “trash television” shows is 
cheap to buy, cheap to produce, and less expensive to air. But as Paul points out, it is also programming that has been “able to withstand the passage of time.”
Just like great Classic Rock songs and artists from decades ago.
As you might expect, there’s a therapeutic aspect to this. An article by Dr. Hal McDonald in Psychology Today – “Using Nostalgia To Cope With COVID” – reminds us of the power of positive memories in the coping process.
Of course, this can focus on media – or even food – like defaulting to Pop Tarts and other comfort goodies 
we enjoyed from our past that (temporarily) make us feel better.
As Dr. McDonald points out:
“Nostalgia is, in fact, a common response to distress, and actually serves an adaptive function that can help us emotionally weather tumultuous circumstances such as the one we’re all living through now.”
The therapeutic power of Classic Rock? Apparently so.
According to Forbes, psychiatrist Dr. Neel Burton refers to the nostalgia phenomenon as “a vehicle
for traveling beyond the suffocating confines of time and space.” In essence, it’s a way to get back to a placeholder in our lives that’s more comfortable and even psychologically safer.
There’s something here for every radio PD, whether you program a Hip-Hop station or a News/Talker. Finding your audience’s comfort zone – or 
their nostalgic safe place – might be a smart piece of strategy right about now, even if you just sprinkle it in – like chocolate chips.
Between your air, your weekends, your nights, your website, and your social media, there are ways to push the buttons of “comfort seeker,” bringing them escape during a time that’s frankly not the happiest. That’s when comfort, warmth, and connection make the biggest impressions. “Finding the joy” is something any radio station can do, even if it means looking back in the rear-view mirror.
Back during the early years of Classic Rock, critics (and there were many) referred to the format “as a nice place to visit, but you wouldn’t want to live there.”
As we’ve learned over the past 30+ years, it’s not a bad place to hang out.
Especially when you’re waiting out a global pandemic.
You can access the MRC Data / Nielsen Music – “The COVID-19 Tracker” second wave is below. Thanks to Haley Jones & Scott Musgrave.
COVID-19 Entertainment Tracker – Release 2_BB Pro_4.22.20
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Fantastic
Appreciated, Billy.
Spot on the sentiment Fred. We see it every day and feel it from our fans and clients as well. “The good old days” are whatever they were for you but at this point you could guess what each generation is interested in just by looking at their age. #coffeeandpoptarts
Everyone in radio has the necessary music “research.” Jack, this is something radio knows how to do…and do it well. Thanks for reading our blog.
Great article, Fred. Also love the reference to Mystery Science Theatre 3000. A classic!
What a show, right? Thanks for chiming in, Angela, and best to you, Chris, and your family.
Another great article Fred, thank you. Perhaps there’s something in addition to nostalgia that’s happening here, since Classic Rock isn’t the only format that features ‘older’ music.
While listening online to 97.1 The Drive in Chicago the other day, I was reminded of something interesting about the Classic Rock format’s ‘edgier’ material — it’s strong, and bold, and decisive. In an uncertain world where people have no idea what the future looks like, maybe some listeners are turning to music that’s not only familiar, but also gives them a sense of strength, resilience, and a feeling of defiance that this damn virus ain’t gonna defeat us.
Rock on!
I like that theory, Rob. And you’re right – it’s not just about playing old stuff. I appreciate the comments and your perspective.
And now I want a Pop Tart 😭❤️. Fab read Fred👏
Many thanks, Lu. Be safe.