Nielsen's Key Findings From First 2 Months of Data With the 3-Minute Qualifier
Nielsen’s measurement modernization is proving to capture a more accurate view of radio listening. With 2 months worth of data implementing the new 3-minute quarter-hour qualifier, Nielsen and the Radio Advertising Bureau have released some key findings for the marketplace.
Nielsen reports a +13% year-over-year audience increase, bringing PUMM to the highest level since 2022. Listener levels are up across demos, including +9% among Black Adults, and +20% among Hispanics.
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The new Nielsen data shows that all dayparts have experienced growth in average audience, spread relatively evenly across the dayparts.
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Nielsen's 3-Minute Qualifier offers a more realistic definition of the listening behavior of radio’s audience. By capturing more moments of listening, the radio industry can now give brands more comprehensive measurement to prove radio’s value in the media mix.
