In America audience research is moving to shorter metrics for audio listening.
Richard Tunkel from Neilson Audio at the NAB show said, “We added the 3 minute qualifier to survey results this year.
“The measures of 15 minutes and 5 minutes weren’t a true measure of the habits of audiences, since attention spans are shorter and songs often last more than 3 minutes. We weren’t measuring the audience who stayed briefly before trying something new.”
These are the Nielsen key findings from two months of survey research using the three minute qualifier:
- Jan/Feb audience levels are now the highest since 2022
- Results in range of expectations once you factor in seasonality and attrition
- Daily cume increases are seen at station level and these drive AQH changes
- Time spent listening increases are easier to see at station level as more minutes are being captured
- Markets with larger increases are primarily western and 2024 are a factor.
Since the changed measurement system has been implemented, significant increases have been recorded. Average increases across the full week are between 9-13%.
Average increase by quarter hour shows news had the largest growth, at 38%, followed by the classical music format with a 24% increase, and rhythmic CHR also at 24%.
Impact to radio schedules showed a net reach increase in audiences aged 25-54 of 19% enjoying the Classic Rock, Adult Hits and AC formats.
Tina Murley from the Beasley Media Group, said, “We’ve moved to a CPM world, a game changer for competing with Google… we finally have a measurement that can compete in three minutes when others like TikTok compete in seconds.”
“Sales staff now need to be educated in these important implications of the ratings data. More listeners mean more revenue can be generated for stations”, said Tina Murley.