Home Login RADIO ONLINE RSS Facebook
Find Radio Online
AM FM HD

Advertisement

Nielsen Audio Cuts Listener Count to Three Minutes


Nielsen
Nielsen

Nielsen has announced that starting January, its Nielsen Audio division will adjust the duration needed to count a radio listener from five minutes to three minutes. The ratings giant explained that this update will enable radio broadcasters and advertisers to better account for listeners who hear their advertisements and content. This change is based on five months of planning and data analysis.

The adjustment, which focuses on the Portable People Meter (PPM) system, aims to "modernize" how audiences are measured by Nielsen Audio. This shift to a three-minute qualifier is in response to industry feedback and is intended to better reflect current listening behaviors. According to Nielsen, this will help capture a greater number of listening occasions and impressions than before, increasing the visibility and impact of radio in the overall media mix.

Key benefits outlined by Nielsen Audio include:

  • A 24% increase in measurable ad impressions, with projected growth in radio audience sizes across all markets and stations using the PPM system.

  • Enhanced daily cumulative audience reporting that expands the base of panelists contributing to each station's ratings, thus improving the detail and accuracy of audience measurements.

  • Expanded advertising options through more defined dayparts and format opportunities, allowing for more precisely targeted campaigns.

  • Opportunities for broadcasters to refine the length, number, and timing of commercial breaks to optimize listener engagement.

Nielsen has scheduled a client webinar for November 19 at 3pm ET to discuss the implementation plan, key milestones and the resources available to assist clients in adapting to these changes. The webinar will also include a detailed market-by-market grid showing expected audience adjustments across various demographics.

Advertisement

Latest Radio Stories

True Crime Podcast Listeners Triple in Five Years
Edison Research
Edison Research
The true crime genre has seen exponential growth in podcasting, positioning itself as a dominant category among American listeners, according to the newly released True Crime Consumer Report from Edison Research and audiochuck. Data from Edison More

Broude Named Chief Judge for 2025 Radio Mercury Awards
Chad Broude
Chad Broude
The Radio Mercury Awards has announced Chad Broude, co-founder and chief creative officer of Highdive Advertising, as the chief judge for the 34th annual Radio Mercury Awards competition. Broude, recognized for his innovative approach to More

Hope Media Group Names Jon Hull Vice President Emeritus
Jon Hull
Jon Hull
Hope Media Group (HMG) announces Jon Hull as its new Vice President Emeritus, effective January 1, 2025. In his new post, Hull will use his experience to help lead and encourage the on-air donor acquisition teams, while also working with those teams More
Advertisement

Heather Roberts Joins FM News 101 KXL in Portland OR
Heather Roberts
Heather Roberts
KXL-FM (FM News 101 KXL) in Portland, OR welcomes journalist Heather Roberts to Portland's Morning News, where she will co-anchor from 5-9am each morning. Roberts comes to KXL from KBND in Bend, OR where she was the News Director and morning news More

Jay Michaels to Host Afternoons on WMYX in Milwaukee
Jay Michaels
Jay Michaels
Jay Michaels, the midday host at KHMX-FM (Mix 96-5) in Houston, will expand his reach to WMYX-FM (99.1 The Mix) in Milwaukee, beginning November 25, where he will host the weekday afternoon slot from 2-7pm. Both stations, which feature a Hot AC More

WHUD/Newburgh-Middletown Adds Heather Deluca to Middays
Heather Deluca
Heather Deluca
WHUD in Newburgh-Middletown, NY adds Heather Deluca as its new midday host. She replaces Kacey Morabito-Grean, who left in October. for a role outside the industry after 32 years with the Pamal Broadcasting AC outlet. Deluca most recently served as More

Return to Menu

Advertisement

Subscribe to our Newsletter
Radio news and headlines delivered right to your e-mail box -- and it's free.

Advertisement

Advertisement