PPM Study: Listening Levels Consistent Throughout The Day
April 15, 2009 at 10:40 AM (PT)
A PPM study of 10 major markets, conducted by RESEARCH DIRECTOR, INC., found that radio’s hour-by-hour listening levels are consistently strong throughout the day. Somewhat surprisingly, radio's top-two most listened-to hours were in afternoon drive.
Radio’s most-listened-to hour among Persons 6+ was weekdays from 3-4p with an average PUMM (Persons Using Measured Media) of 13.1%, meaning that 13.1% of Persons 6+ were listening to radio in an average quarter-hour. The second strongest hour was weekdays 4-5p, with an average PUMM level of 12.9%. Third was weekdays 7-8a, with an average PUMM level of 12.7%.
Sixteen of the 60 individual hours examined had average PUMM levels for Persons 6+ in excess of 11%. Radio is delivering, during those hours, approximately one in every nine persons in an average quarter-hour.
"The number of hours where AQH listening exceeded 10% of the population is impressive and shows one of radio’s true strengths," RESEARCH DIRECTOR Pres. CHARLIE SISLEN said. "Radio continues to be an entertainment media that has tremendous audience size throughout the week. In these days of entertainment fragmentation, this is a real plus to any advertiser.”
Overall listening and the best hours for radio varied greatly across demographic groups. The strongest hours for Adults 25-54 were weekdays 3-4p and 4-5p; that demo's average PUMM exceeded 11% in 19 different hours. The two highest hours for Men 18+ were weekdays 3-4p and noon-1p. Listening by Men 18+ was exceptionally strong. Their average PUMM levels exceeded 11% 20 hours of the day and exceeded 15% in six different hours.
On the other hand, six of the seven highest PUMMs for Persons 6-17 were during hours on the weekend. Also over the weekend, top listening on SATURDAY occurs from noon-1p, but peaks slightly later in the afternoon on SUNDAYS.
"Clearly the belief that radio is only a morning drive medium is simply not true," Research Director Managing Partner MARC GREENSPAN said.
The hour-by-hour data analyzed in this study is available here.