Formats … Without the Ratings: Radio Revenue In COVID-19 Times


Longtime Boston-based radio programming consultant and broadcast advisor Clark Smidt has just combed through the latest Nielsen Audio ratings results for his home market. There, as in other locales where the Portable People Meter (PPM) is used to generate audience consumption data, cume — the number of people actively tuning to radio — has tumbled since the COVID-19 pandemic began.

But, Smidt believes ratings performance is only part of the story radio can tell for listeners and advertisers alike, he writes in this exclusive-to-RBR+TVBR column.

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