Nielsen Finds News/Talk And Urban Formats With Strongest PPM Gains
April 18, 2016 at 7:42 AM (PT)
News/Talk and Urban continue to see positive gains in NIELSEN’s PPM ratings. Adult listeners 18-34 are helping Urban gain this momentum while the excitement around the U.S. presidential election is driving the audience for News/Talk radio.
At the end of last SUMMER, Urban radio peaked with a 3.7% share of listening for all persons 6 and older — an all-time high. Six months later, the format has started to surge again, tying last summer’s record. So far this year, URBAN has gained 0.1% each month in NIELSEN’s PPM ratings, moving 3.5% - 3.6% - 3.7% from JANUARY to MARCH among all listeners (6+). The format has also been climbing among adults 25-54, growing from 4.2% in JANUARY to register an all-time high of 4.4% in MARCH. The biggest change since FEBRUARY occurred among URBAN’s core audience of adults 18-34, where the share jumped three-tenths of a point to a 6.9% share in MARCH.
The excitement around the U.S. presidential election in 2016 continues to drive the audience of News/Talk radio even higher. At the persons 6+ level, News/Talk now represents a 10% share of all radio listening -- a level it hasn’t seen since the last presidential election in 2012. Among adults 18-34 this year, News/Talk rose from a 4.1% share in FEBRUARY to a 4.2% share in MARCH. In News/Talk’s “money demo” of adults 25-54, the format climbed from a 6.9% share in FEBRUARY to a 7.0% share in MARCH. From Democrats to Republicans, Undecided to Independent, the conversation about America’s future president is being debated on News/Talk radio.
The Classic Hits format quietly continues to gain share in the radio landscape. This MARCH is the best MARCH in three years for Classic Hits. Comparing MARCH 2013 to MARCH 2016 shows Classic Hits with an even higher share among Millennials. This format tends to gain more share throughout the summer and it’s already poised to set new records in 2016.