August PPM Shows Strong Recovery in Radio Audiences
| RADIO ONLINE | Monday, September 13, 2021 | 4:55pm CT |
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 Nielsen |
This week's Westwood One blog breaks down the Nielsen Spring 2021 "Nationwide" report, which showed strong recovery in AM/FM radio audiences. Spring 2021 AQH audiences were up 7% versus Spring 2020 and steady versus Fall 2020. Compared to Spring 2020, the Nationwide survey revealed AQH listening surged 11% among women 18-49 and grew 13% among women 25-54. During the Spring 2020 lockdown, female listening dropped to 45% of persons 25-54 but has returned to pre-COVID norms (47%).
August, 2021 PPM results saw Black and Hispanic audiences surge. Comparing the 48 just-released PPM markets to the August, 2020 survey, there were significant increases in Black (+7%) and Hispanic (+6%) AQH listening. August 2020 to August 2021 saw total growth among persons 25-54, gaining 2% and growth among persons 35-64 at 4%.
Diary markets never experienced COVID audience erosion as AM/FM radio listening remained steady as AQH listening in in the 44 continuous diary markets has been stable over the last 20 months. Benchmarking AQH listening to the pre-COVID Jan-Feb-March, 2020 survey reveals AM/FM radio listening levels are unchanged in the most recent May-June-July 2021 survey.
