Radio Listening Makes Big Gains Nielsen's March PPM Survey

RADIO ONLINE | Wednesday, April 21, 2021

Nielsen

The March 2021 PPM survey revealed significant gains in radio listening across the aggregate of markets, to the tune of an 8% increase month-over-month in total AQH audience. This marks the largest single-month increase in average audience since June of last year. These gains were driven by increases in both weekly reach (adding nearly 4 million consumers in March -- a 3% increase versus February) as well as time spent listening (gaining by over 20 minutes -- on average -- a 5% increase compared with last month).

The year-over-year comparison between the March 2020 and March 2021 PPM stands at a 96 index for weekly reach and a 93 index for AQH. This means that from a weekly reach perspective, the radio audience in March 2021 is 96% the size of the same month from one year ago, while for AQH the number is 93%.

This uptick in radio usage mirrors the positive changes in consumer sentiment and habits observed during Nielsen's latest radio consumer study conducted during the March survey.

• Six in 10 Americans are now 'ready to go' and feeling life is becoming more normal in their city or town.

• Those working outside the home have increased nearly 70% since last April, while consumers spending more than an hour each day in a vehicle has more than doubled in that time.

• Heavy radio listeners, because they are more mobile and 'ready to go,' are also more likely to engage in top activities including shopping for groceries, driving longer distances, ordering take-out, and getting together in-person with friends and family, particularly among those who are vaccinated.