verdana
verdana

Strong Audience Recovery For Radio...

 

Monday, September 20, 2021
 
Nielsen's new nationwide Spring 2021 data shows AQH listening gains of 7% versus Spring 2020 for virtually all of the major buying demographics. Compared to the pre-COVID Fall 2020 Nationwide survey, AQH listening among the major buying demos is pretty much identical. Only persons 18-34 saw a slight dip (1%) from Fall 2020 to Spring 2021...
 
Nationwide is Nielsen's total AM/FM radio listening from all US markets and counties - in both diary and PPM markets. It's produced twice a year (Spring and Fall.) The Spring Nationwide survey is used as the basis for AM/FM radio network upfront negotiations for the coming year as well as so-called scatter buys in the fourth quarter...
 
Cumulus Media is pleased with the latest results. Ask Doug Hyde, Senior Director of National & Local Insights. "The fact that listening is so stable from Fall 2020 to Spring 2021 is a testament to the resilience and vitality of American AM/FM radio. This is in stark contrast to the freefall in U.S. linear television viewing."
 
The new Nationwide report also shows an extraordinary audience recovery among females. Radio listening has mostly skewed more male with a 53%-47% male-female split in average quarter hours among 25-54 year - olds. During the pandemic the radio audience tilted more male with a 56%-45% split. In the recently released Spring 2021 numbers, it returned to a 53%-47% male-to-female ratio...
 
Hyde adds this: "During the lockdown of Spring 2020, AM/FM radio listening among women dropped more than men. During the pandemic, the burden of child care fell disproportionally to women. The question was: Would female AM/FM radio listening recover as kids returned to school in Spring 2021 and the country opened back up?"
 
The answer to Hyde's question was pretty much a resounding yes. Compared to Spring 2020, the just-released Spring 2021 Nationwide survey shows AQH surged 11% among women 18-49 and grew 13% among women 25-54...
 
In simple terms, the radio audience profile has become more upscale. Comparing the Nationwide Spring 2021 numbers to Spring 2020 reveals that the greater the income, the greater the listening recovery. AM/FM radio listening shot up 17% year-over-year among persons with an annual income of $75,000 or greater. Listening among those in the $50,000-$75,000 range rose by a more modest 4%.
 
"Post-pandemic, the profile of American AM/FM radio listening is more upscale", says Hyde. Before COVID, 47% of total AM/FM radio listening came from those with an income of $75,000 or more. In Spring 2021, the $75,000 income audience composition has grown from 47% to 54% of total US listening...
 
From a reach perspective, there are actually more AM/FM radio listeners with a $75,000 income today than before the pandemic. Among persons 45-54 with a $75,000 income, radio's reach has grown 3% from pre-pandemic...
 
In addition to the new Nationwide audience listening data, Nielsen last week also issued August 2021 listening results for the 48 PPM-measure markets. It shows significant year-over-year gains in Black (+7%) and Hispanic (+6%) AQH listening. Comparing August 2020 to August 2021 also shows 2% total growth among persons 25-54 and 4% among persons 35-64...
 
In addition, out-of-home radio listening has returned to pre-COVID levels. Back in March 2020, as the spread of COVID was intensifying but before widespread lockdowns, 71% of listening in the Mon-Fri. 6am-7pm daypart in PPM markets took place out of home. That fell to 58% in April 2020. The new August data shows it has recovered to 70% of listening...
 
Zeroing in on just the diary markets (which never experienced COVID audience erosion) finds they remain remarkably steady. "AQH listening in the 44 continuous diary markets has been incredibly stable over the last 20 months," Hyde notes. Benchmarking AQH listening to the pre-COVID Jan-Feb-March 2020 survey reveals AM/FM radio listening levels are unchanged in the most recent May-June-July 2021 survey...
 
I(n)M(y)O(pinion):
  • Kelly Clarkson will be a very worthy Ellen De Generes ere apparent...
  • We've always had vaccine mandates and backlashes too...
  • Emma Raducanu's name will be a bit easier to remember after winning the women's singles final...
  • Good to see the Met Gala return to New York...
  • It wasn't your imagination - nights in the US were warmer this year...
  • The Massachusetts National Guard deserve lots of credit for driving school buses due to a lack of drivers...
  • NYC subway ridership is coming back but only 50% of what it was pre-pandemic...
  • First time I've seen this figure - 1 out of every 500 Americans have died from COVID-19!!!
  • The sweet spot for longevity lies around 7,000-8,000 daily steps or about 30 to 45 minutes a day...
  • While it doesn't contain fluoride, sparkling water or seltzer is just as healthy for you...

 

Print Print | Sitemap
© Mel Phillips Radio Views