Nielsen Wants to Reset the Clock to Three Minutes

RADIO ONLINE | Saturday, September 28, 2024

Nielsen

Nielsen Audio is proposing a significant change to how radio stations are credited for audience listening time. Traditionally, a station received credit for a quarter-hour of listening only after a listener tuned in for at least 5 minutes. Now, Nielsen plans to shorten this threshold to 3 minutes in PPM (Portable People Meter) markets.

This adjustment comes at a time when audience behavior has evolved, with shorter attention spans and more fragmented listening habits. The shift could lead to a more favorable reflection of radio station audiences, potentially increasing ratings.

For an in-depth look at what this change means for the industry, check out Paul Jacobs' analysis of Nielsen's proposal here.