The Three Minute Summer

November 21, 2025

Once again, The Ratings Experts from Research Director, Inc., in cooperation with the data aggregators from XTRENDS, are here with the latest quarterly comparison of how the three-minute qualifier boosted listening levels. This time we are comparing Summer 2024 with Summer 2025. This is as close to an “apples to apples” comparison as we can get. Keep in mind the  differences in survey dates, real world effects, and panel composition.

The data below has been collected from 48 of the 49 PPM markets. We looked at two broad demos: Adults 18-49 and Adults 25-54. We think looking at these groups is more in line with how radio thinks. The 6+ demo is nice and a good way to sell radio’s broad reach; however, on a day-to-day basis most of us are digging a bit deeper into the numbers.

So, what’s the story? For both A18-49 and A25-54 overall, AQH increased by 19.9% from 2024 to 2025. Surprisingly, cume increased by almost 9%. I say surprising because to have been added to the cume base as a three-minute listener  (and you were not counted in 2024) means you are probably a very light radio listener. For both demos, AWTE increased by close to ten percent.

We continue to see the growth of M-F 7P-Mid in both demos. Perhaps that day part has been undervalued, especially with the younger demo set.

The top three formats in AQH growth for A18-49 were: Religious (+31.7%), Spanish (+26.3%), and Classic (+21.9%)

For A25-54 the big three were: Sports (+31.6%), Religious (+30.3%), and Spanish (+24.6%).

Remember, these are overall averages that can be used in comparison to what you are seeing in your market(s).

Here’s the chart:

We do have more granular details on day parts, demos, and formats. If you’d like us to share this information with you, feel free to e-mail me at sallan@researchdirectorinc.com. Also, if you’d like us to help you dive deeper into your market or station, we stand ready to serve.

-Steve Allan, Programming Research Consultant

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