Home Login RADIO ONLINE RSS Facebook
Advertisement

PPM Proves That Radio Is Strong Throughout the Day


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."

Advertisement

Latest Radio Stories

iHM/Greensboro Names Zac Davis VP of Programming
Zac Davis
Zac Davis
iHeartMedia names Zac Davis as Vice President of Programming for its five-station cluster in Greensboro, effective immediately. He joins iHM from Entercom in Richmond, VA, where he most recently served as the Senior Vice President of Programming. More

Media Monitors Podcast Listener Survey Results Revealed
Media Monitors
Media Monitors
The Media Monitors Podcast Listener survey, fielded between June 15-26, has been released. Participants ages 18+ were screened on whether they had listened to a podcast in the last seven days, then asked to list the podcast titles. Participants were More

Entercom Inks Broadcast Extension with Cleveland Browns
Cleveland Browns
Cleveland Browns
Entercom and the Cleveland Browns ink a multi-year broadcast partnership extension. As part of the deal, WKRK-FM (92.3 The Fan) and sister WNCX-FM will continue serving as flagship radio stations of the team, airing all Browns games plus pre- and More
Advertisement

Public Radio Urban Alternatives Launch 2020 Voting Campaign
The Movement Continues
The Movement Continues
Four public radio stations are combining efforts to encourage their young and diverse audiences to register and vote in the 2020 election. The campaign, "The Movement Continues -- Vote 2020," is driven by four Urban Alternative stations including More

RAB Presents ''Election 2020 is Open for Business''
RAB Open for Business
RAB Open for Business
As part of RAB's Business Unusual campaign, RAB is announcing the next presentation in its live-video series titled "Election 2020 is Open for Business-What's Happening, What's to Come, What to Do." This live-video presentation features a panel More

KZMJ (Majic 94.5)/Dallas Adds Veda Loca's ''House Party''
Veda Loca
Veda Loca
Urban One's KZMJ-FM (Majic 94.5) Dallas brings veteran Dallas radio host Veda (Loca) Emery back on air in a new capacity. Veda Loca's "House Party" will debut this Friday and Saturday on Majic 94.5 from 6pm-12am and every Friday and Saturday 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