MoffettNathanson Research: Radio Ratings Stable, TV Ratings Down
July 28, 2015 at 10:57 AM (PT)
A MOFFETTNATHANSON analysis of NIELSEN data over the past year found that Radio ratings have remained relatively stable -- especially when compared to other media. Radio’s total day Average Quarter Rating in NIELSEN’s 48 PPM markets dropped a miniscule 1%, from an 8.0 in MAY 2014 to a 7.9 in MAY 2015.
In comparison, broadcast TV ratings dropped 14% during total day, from 4.2 million persons 18-49 to 3.6 million, with a 16% decline for broadcast TV in primetime. Cable network ratings dropped 6% year-over-year (11.336 million to 10.706 million) and a 7% in primetime.
As CUMULUS MEDIA/WESTWOOD ONE Chief Marketing Officer PIERRE BOUVARD tells advertisers and clients: “TV is falling off a cliff, while radio is stable.”