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NRRC: Network/National Sales Based on Fall 2019 Survey
RADIO ONLINE | Monday, August 24, 2020 |
The Network Radio Research Council (NRRC) is recommending that all network/national buying and selling be based on the Fall, 2019 national survey, which is the latest data available prior to the COVID-19 pandemic. The NRRC's recommendation follows a statement from Nielsen that future buying and planning decisions should not be made using COVID-19 impacted audience estimates, which includes the upcoming Spring, 2020 national survey.
The impact of the COVID-19 pandemic has caused an unprecedented divergence of traditional patterns of media consumption, including, AM/FM listening and the streaming of audio said NRCC. Listening behaviors were significantly altered starting in mid-March 2020, as the public adjusted to remote work environments and shelter-at-home mandates across the U.S. The broadcast month of April represents the first month of Nielsen's Spring 2020 [April-May-June] national survey. Each month subsequent to April has demonstrated consistent increases in listening, and there is confidence listenership will continue to stabilize and approach pre-COVID-19 levels.
NRRC's position is that the Fall 2019 national book represents the best solution for the upcoming 2021 network radio upfront and Q4 scatter buys. NRRC's position follows this statement from Nielsen, regarding all COVID-19 impacted data releases thus far:
"Nielsen takes steps to ensure that the media measurement data we release meet our data quality standards. Audience estimates covering the time of the COVID-19 Public Health Emergency can and should be used to understand the nature of that audience during that period only since it may reflect behavior that is unique to the COVID-19 crisis. Users should be aware that the effect of COVID-19 on media consumption will vary by market, period and measurement type.
Given the anomalous nature of audience behavior during the COVID-19 Public Health Emergency, it is Nielsen's position that future buying and planning decisions for periods that fall outside the COVID-19 crisis should not be made using COVID-19 impacted audience estimates."
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