Back To The Office Study: Marketers, Agencies And Average Americans Now Have Similar Commuting Habits

What is the latest on the state of media agency and marketer commuting patterns?

Marketers and media agencies are increasing their commutes and spending more days at the office, according to a brand new Advertiser Perceptions study of 305 media agencies and brands commissioned by the Cumulus Media | Westwood One Audio Active Group®. Interviews took place October 1-4, 2024 and the results were compared to previous conducted in April 2022, October 2022, April 2023, October 2023, and April 2024.

The Cumulus Media | Westwood One Audio Active Group® also commissioned a MARU/Matchbox consumer study to examine the commuting habits of everyday Americans. The nationally representative study was also conducted October 2024 among 1,600 adults 18+. These results were compared to the same questions asked by Nielsen and MARU/Matchbox over the past five years.

Despite the marketing industry historically working from home more than average Americans, the new studies reveal the two groups are now aligned with their commutes.

Here are the key findings:

• 89% of marketers and media agencies now commute to the office, up from 63% in April 2022; “Only work from home” plunges

In October 2024, half of marketers and agencies were working in the office “most days,” a 2X increase from 22% in April 2022. The proportion who only work from home dropped from 37% in April 2022 to 11% in October 2024, the lowest in the post-pandemic era.

• 40% of media agencies and brands say they are “commuting to work some days.”

• 88% of average Americans are commuting to work, the same as marketers/agencies

Among average Americans who commuted to work prior to the pandemic, the October 2024 MARU/Matchbox study found 88% are currently working outside of the home. This is consistent with the last two years. October 2023 was the outlier when 94% indicated they commuted to work.

The “back to the office” gap between average Americans and brands/media agencies has closed. In early 2022, average Americans were much more likely (+23 points) to be working outside the home versus those in the media and marketing industry. As of April 2024, an equal proportion of advertising industry and everyday Americans commute to work.

AM/FM radio’s share of ad-supported audio in the car has been consistently dominant at an 86% share, according to Edison Research’s Q2 2024 “Share of Ear” report

Edison Research’s quarterly “Share of Ear” study is the authoritative examination of time spent with audio in America. Over the last decade, Edison Research has surveyed 4,000 Americans annually to measure daily reach and time spent for all forms of audio.

In the Q2 2024 study, the share of listening to ad-supported audio content in a car or truck that goes to AM/FM radio was a dominant 86% share. Since 2020, AM/FM radio’s share of ad-supported in-car listening has been steady in the high 80s.

For marketers and media agencies the message is clear: Out-of-home media audiences have roared back as billboards, digital signage, and AM/FM radio offer mass reach at full pre-pandemic levels.

The return-to-work trend has less of an impact on digital audio such as Spotify, Pandora, and podcasts, which are primarily consumed at home.

• The average number of marketer/agency office days is up to 4.2 days

Versus October 2023, those in the advertising business working four or more days at the office increased from 61% to 70%. Compared to October 2023, those clocking just one to three days at the office dropped from 40% to 29%. Currently, marketers and media agencies report spending 4.2 days in the office, up from 3.8 days in April 2023.

• Average Americans are clocking slightly more days at work (4.4) compared to the advertising industry (4.2)

Compared to ad industry workers, typical Americans are more likely to be exposed to outdoor ads and AM/FM radio commercials since they commute slightly more days.

Marketers/agencies and average Americans are most likely to work in the office Monday through Thursday with Friday seeing the lowest % of in-office work for both groups

• 62% of marketers and agencies have resumed in-person media vendor meetings; 66% have resumed in-person conferences and events
• An additional 30% of media agencies and advertisers say they will resume in-person media vendor meetings in the next six months.

• When it comes to in-person conferences and events, 30% say they will resume attending in the next six months.

Key findings:

• 89% of marketers and media agencies now commute to the office, up from 63% in April 2022
• 88% of average Americans are commuting to work, the same as marketers/agencies
• AM/FM radio’s share of ad-supported audio in the car has been consistently dominant at an 86% share, according to Edison Research’s Q2 2024 “Share of Ear” report
• Average Americans are clocking slightly more days at work (4.4) compared to the advertising industry (4.2)
• Marketers/agencies and average Americans are most likely to work in the office Monday through Thursday with Friday seeing the lowest % of in-office work for both groups
• 62% of marketers and agencies have resumed in-person media vendor meetings; 66% have resumed in-person conferences and events