Time Is Tight

September 25, 2025

As The Ratings Experts, we see a lot of ratings data from multiple markets. Over time we have noticed that in PPM markets, Average Weekly Time Exposed (AWTE) – or TSL – has been steadily eroding. Yes, the implementation of the three-minute qualifier has stemmed that ebbing tide, but every radio station in a market is fighting for a slice of a smaller pie. As with candy bars, we are seeing TSL shrinkflation.

When you analyze your monthly data, we suggest you look at several metrics:

• Market TSL by day part. If you break this down, you’ll likely find that the AVERAGE 25-54 listener in your market listens to, say, morning drive around 30 minutes A DAY. This is to all radio in that time frame.
• Many individual demo cells – especially 18-24 and 25-34, listen to less than an hour of radio A DAY, on average. Again, that is the entire radio dial, not just your station.
• This tends to vary by ethnicity as Hispanics generally listen to more radio than Black and Other listeners do.

I think this is an important data point that should be shared with every on-air performer. It also needs to be delivered in a positive manner. You could scare them and say that they should stifle the talk, but isn’t that part of the reason why we have lost some of our entertainment edge?

I would suggest you use this information to help them understand how to work the Nielsen system. AWTE is made up of two components – Occasions and Durations. As a reminder, Occasions are how many times a listener tunes in for a three-minute segment in different quarter hours during the week. Durations are how long they spend with you on each occasion.

Talent can affect both. A compelling segment can extend a duration to influence two quarter hours. But remember – listeners are real people with real lives. When they pull into the garage at work or the driveway at home, their journey is complete. No matter how great your bit is, the listener has other priorities.

Occasions are easier to influence. Listeners are creatures of habit. If they listen on Monday from 7-7:30A they likely will on other days, as well. A tease for that killer bit or big interview at 9AM will have minimal effect. Your better opportunity is to promote horizontally. What is happening tomorrow at this time. Give them a reason to come back multiple times during the week.

I always told my air staff that cume was management’s responsibility, TSL was theirs. Use that time wisely.

-Steve Allan, Programming Research Consultant

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