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: