Nielsen Data Shows AM/FM Radio Listening Rises

This week’s�Westwood One Blog�discusses the results of Nielsen’s�October Portable People Meter AM/FM radio listening trends, which Nielsen reviewed today on a client webinar.�

The October PPM survey covered September 10 through October 7, the post-Labor Day period when most U.S. schools are in session.�

• Since April, 25-54 PPM average quarter-hour audiences are up +35%:�From September to October, listening jumped +6%, from an 88 to a 93 index. Over the seven-month period, persons 25-54 listening has grown +35% from April to October (69 to 93 index).�
• Drive times exhibit strong recovery in PPM markets and mornings grow +11%:�The majority of October’s listening recovery occurred in mornings (Monday-Friday 6AM-10AM) which soared +11% versus September. Afternoon drive (Monday-Friday 3PM-7PM) is up +6% over the prior month.�
• Middays, nights, and weekends grow and approach pre-COVID audience levels:�In the most recent October PPM survey, midday audiences were up to a 96 index, +4% growth over the prior month. Nights have been remarkably stable since July. October weekend audiences now surpass March levels at a 101 index.�
• Nearly all PPM markets have recovered to 90+% of March audiences:�42 of 48 PPM markets have now retained 90%+ of March AQH listening levels. 15 markets meet or exceed March listening levels.�
• Sports shares surge while most formats remain stable:�With the return of sports, AQH shares to Sports radio jumped to a 3.8 share in September and a 4.5 in October. Powered by a strong news cycle, News Talk station shares grew from a 13.2 share in September to a 13.8 share in October.�
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