Nielsen Spring 2025 Report Shows Listening Growth

RADIO ONLINE | Tuesday, September 16, 2025 | 5:34pm CT

Nielsen

Nielsen has released its Spring 2025 Nationwide study, revealing notable gains in AM/FM radio listening across the U.S. The report, which aggregates data from all counties, including Portable People Meter (PPM) and diary markets, shows growth across all demographics and time periods compared to Fall 2024.

Among adults 25-54, total U.S. radio average quarter-hour (AQH) audience grew 6%, driven largely by a 19% increase in PPM markets. Weekends and nights posted the strongest gains, while overall listening rose more among men and older demographics. The study also found significant increases among college graduates and higher-income listeners, with format shares remaining stable.

Hispanic and Black audiences showed strong growth as well, with Hispanic 25-54 listeners reporting double-digit increases at night and on weekends, and Black 25-54 audiences up 12.2% on weekends.

Much of the growth is attributed to Nielsen's modernization of its PPM system. Beginning in January 2025, the minimum listening qualifier was reduced from five minutes to three, a change that captured listening sessions previously uncredited. According to Nielsen, nearly a quarter of PPM listening occasions fall in the three-to-four-minute range.

Scott Anekstein, Westwood One's vice president of research, analyzed the Spring 2025 Nationwide data and found that the PPM improvements lifted top market indices by three to five points. In the largest 50 markets, 25-54 listening levels are now 16% lower than the national average, compared to 19% under the old system.

The findings carry several implications for advertisers. First, the long-term trend of AM/FM radio surpassing linear TV in ratings is expected to accelerate, with radio projected to overtake TV among adults 25-54 in 2026. Second, advertisers may see stronger-than-expected post-buy performance as campaign deliveries grow. Third, radio's reach-the foundation of advertising effectiveness-is expanding, which should boost media mix modeling outcomes.

Finally, the three-minute qualifier opens the door for more frequent, shorter commercial breaks. Studies show shorter ad breaks retain more listeners, enhancing advertiser effectiveness. Two-minute breaks retain 99% of audiences, compared to 85% for six-minute breaks.

The full analysis of the Spring 2025 Nationwide study is featured in this week's Cumulus Media | Westwood One Audio Active Group blog. Read the entire blog post here.