PPM Proves That Radio Is Strong Throughout the Day

RADIO ONLINE | , , | :am CT

Research Director has completed a study using Arbitron's PPM data from the ten major markets where PPM is currency. The study demonstrates that radio's hour-by-hour listening levels are consistently strong throughout the day, not only in mornings, but also in middays, afternoons and weekends. The firm came to these conclusions after it analyzed the average PUMM (Persons Using Measured Media) percentage from September, 2008 through January, 2009.

In the study, radio's best hour among Persons 6+ came during afternoon drive. The Monday-Friday 3p-4p hour had an average PUMM of 13.1%, meaning that 13.1% of Persons 6+ were listening to radio in an average quarter-hour between 3-4pm. The second strongest hour was also in afternoon drive, 4-5pm, with an average PUMM level of 12.9%. Next was Monday-Friday, 7-8am, with an average PUMM level of 12.7%.

Sixteen of the sixty individual hours examined had average PUMM levels for Persons 6+ in excess of 11%. Radio is delivering, during those hours, approximately one in every nine persons in an average quarter-hour.

Overall listening and the best hours for radio varied greatly across demographics. The 3-4pm and 4-5pm hours were the strongest hours for Adults 25-54. That demo had nineteen different hours with an average PUMM in excess of 11%. Listening by Men 18+ was exceptionally strong, the two highest hours were 3-4pm and noon-1pm.

Research Director found that youth listening is extremely different from that of their adult counterparts. Six of the seven highest PUMMs for Persons 6-17 were during hours on the weekend.

On weekends, the Saturday Noon-1pm hour was consistently strong across most demo groups. On Sunday, listening levels tend to peak slightly later in the afternoon, compared to Saturday.

Managing Partner Marc Greenspan cited the fact that the top four hours of listening occurred in three different dayparts. "Clearly the belief that radio is only a morning drive medium is simply not true."