No Mid-Sized Market Myth: Radio Consumption’s COVID-19 Resonance



As most radio industry executives, programmers and sales directors know by now, AM and FM radio station consumption took a beating in the fourth week of March and across April, as the COVID-19 pandemic led to greatly changed daily habits. Or, did it?

It depends on what market, and what Nielsen Audio measurement means, you’re looking at. The difference between Portable People Meter (PPM) and Continuous Diary Measurement (CDM) data appears to be stark, and Westwood One Chief Insights Officer Pierre Bouvard may just have a great point that debunks any claims of “Fake News” from some industry observers.

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