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Nielsen: October PPM Audiences Increase to New Highs
RADIO ONLINE | Monday, November 8, 2021 |
As COVID infections fall, public concern over COVID wanes, and commutes to work and school resume, Nielsen announced last week that American AM/FM radio listening has increased to new highs in the 48 Portable People Meter markets in October, 2021 . This week's Cumulus Media/Audio Active Group blog outlines the key findings.
- The 22-month Google search trends for the term "COVID" have sunk to near-record lows
- Consumers are on the road in their cars: Geopath reports U.S. October 2021 miles traveled were +7% greater than October 2019; Apple Maps says October 2021 driving search volumes surged +59% past pre-COVID levels
- U.S. AM/FM radio had its strongest reach performance since COVID, recovering 99% of the March 2020 PPM cume audience in PPM markets
- Nielsen October 2021 PPM AQH audiences rose to 96% of March 2020 levels, the second best showing since the pandemic
- Morning audiences exploded to their highest levels in 20 months; Versus a year ago, women 25-54 AQH increased +20% and teen AQH rose a massive +74%
- Black and Hispanic AQH among persons 18-49 and persons 25-54 increased +4% to +8% versus a year ago
- Format shares were stable with Sports stations notching a record post-COVID high
- Nielsen's September continuous diary markets showed stable audience trends as markets ranked 50+ never saw any COVID impact to audiences
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