As listening levels slowly increase, below are a few data points to monitor as we emerge from the holiday haze and move forward:
- PUMM levels: These reveal how the recovery is proceeding. As routines return, radio usage should increase. Pay particular attention to Monday-Friday 6AM-10AM.
- AWTE (or TSL): Unfortunately, TSL continues to be depressed since the pandemic began.
- Proportionality: Track your key demos closely to make sure there is enough “there” there. (Remember: you don’t pay Nielsen for ratings, you pay them for sample.)
Fortunately, we at Research Director, Inc. offer several reports that make tracking these metrics simple.
These Research Director, Inc. reports can provide you with a strategic advantage as you tackle the challenges of 2021.
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