Radio’s PPM Recovery Continues, Nielsen Audio Data Show


Here’s some data that radio broadcasting companies with heavy exposure in Nielsen Audio markets where the Portable People Meter is used to generate ratings reports may cheer about: October radio listening is now at 95% of March levels, as the recovery from severe COVID-19 cume declines in April continues for the industry.

That’s just one key highlight of a Tuesday webinar offered for clients. There’s also new insight into a PPM headphone adjustment, with Nielsen Media VP of Audience Insights  Jon Miller offering up which markets saw the biggest lift from the tweak.

According to Miller, larger more stereotypically tech-savvy markets enjoyed a lift from the PPM headphone adjustment, which was recently initiated to better account for radio station streaming consumption among PPM panelists.

Miller said San Jose, Calif.; Austin, Texas; and Washington, D.C. were markets where a lift was seen to the greatest extent. In contrast, Greensboro-Winston Salem and Las Vegas saw the least amount of a lift.

This revelation came following a formal presentation that included Lakeya Jefferson, Director of Audio Client Engineering for Nielsen Media, and SVP of Audio Product Leadership Bill Rose.

The listening growth in the PPM markets was a primary focus area for Nielsen Audio. 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).

Among the other key points discussed were described in the following slides: