January Nielsen PPMs Show Spikes For News-Talk, Sports, Strong Urban, Regional Mexican Performance
February 24, 2016 at 6:10 AM (PT)
NIELSEN AUDIO's analysis of its JANUARY PPM numbers from 48 markets (including three embedded metros) shows a big jump for News-Talk stations, likely driven by the presidential primary races. The format spiked in Persons 6+ by over a full share point from the holiday period to its highest average quarter-hour share for JANUARY since 2013, 9.8%. Shares for 18-34 and 25-54 also rose with the seasonal spike, with the former at its highest level since NOVEMBER 2012. Also spiking was Sports radio, which tied last JANUARY's 5.1% share.
NIELSEN adds, "When we look at music, Urban Contemporary scored its best JANUARY ever in PPM measurement. And after a record-breaking 2014, the format shows no signs of slowing down. With hip-hop gaining more mainstream popularity, Urban Contemporary continues to ride a wave of audience growth that stretches back several years. Consider that among listeners 25-54, the format has grown its share of audience by 45% since the beginning of 2013."
Wrapping up, NIELSEN notes, "in JANUARY, we also saw the rise of the Mexican Regional format, the most listened-to Spanish-language format in AMERICA. The format’s JANUARY results were the best in several years, with general-market shares climbing between 14% and 15% from the holiday period to January across the board. This is a noteworthy turnaround for a format that has been more negatively affected by CHRISTMAS music than other formats over the past few years. This was not the case as we transitioned to 2016, however, as Mexican Regional’s overall shares remained flat going into the holiday book before spiking in JANUARY."