Nielsen: Enhanced CBET Raises AQH Audience By 13%

Enhanced Results

NIELSEN reports that the average quarter-hour (AQH) audience for audio has grown 13% in PPM markets among persons 6+. This year-over-year growth in audience reflects a significant improvement in its PPM measurement system, much of it attributed to the use of a new version of critical band encoding technology (CBET).

“We’ve found that enhanced CBET makes the PPM codes stronger and more robust, which improves code detection in challenging acoustic environments such as low volume and/or high background noise conditions,” NIELSEN chief engineer ARUN RAMASWAMY said. “Enhanced CBET was thoroughly tested in the lab and the field before it was deployed, and we received extensive feedback from a team of technical experts from various radio groups. We continue to work closely with our clients to implement this technology.”

Field testing found an average increase of about 15% in AQH audience compared with the prior version of CBET among the tested stations. The testing found that enhanced CBET improved detection for stations in all formats. In addition, studio testing demonstrated that enhanced CBET does not compromise audio quality.

Since the roll out began in NOVEMBER 2015, nearly 3,000 U.S. stations have upgraded to enhanced CBET. The 13% year-over-year gain in listening among persons aged 6+ closely parallels the increases measured in the field tests. Most notable are double-digit growths among hard-to-reach Millennials (aged 18-34) and the key buying demographic of people 25-54.

Average Quarter-Hour Persons Increase By Demo, Feb. 2015-Feb. 2016

The impact was felt in each of the major format category, but the increases of Spanish Language, Urban, Spoken Word, AC and Classic Hits/Oldies formats exceeded the overall average.

Average Quarter-Hour Increases By Format, Feb. 2015-2016

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