Posts in "Hot Topics"
May 8, 2025
Filed Under: Hot Topics
By now you’ve seen data comparing the first quarter of 2025 with Q4 of 2024 which shows how the new three-minute qualifier has changed the ratings landscape.
We decided to take a different tack on this by comparing Q1 2024 with Q1 2025 to (hopefully) get a more apples-ish to apples-ish comparison. We also wanted to go a bit deeper into the data so we partnered with the math mavens from XTRENDS to look at dayparts and demos. In our comparison we examined six demographics: Persons, Men and Women for both 18-49 and 25-54. We looked at the changes in AQH Persons, Cume Persons and Average Weekly Time Exposed (OK, TSL).
This was based on the market totals from 48 of the 49 PPM markets that are available to us.
The chart below lays out all the data. Here are a few takeaways:
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May 1, 2025
Filed Under: Hot Topics
For years, perhaps decades, the radio industry has been lamenting the loss of revenue. We have seen other platforms – primarily digital – eat our collective lunch for far too long. Unfortunately, the lament we hear all too often is – “we’re waiting for revenue to turn around.”
This feels like Forrest Gump waiting at the bus stop. Radio revenue is not going to turn around unless we make it happen.
If you’ve read this far you likely believe in the power of radio. The power to entertain. The power to inform. And our power as an advertising medium.
What are we doing – collectively and at the market level – to leverage these superpowers to make radio great again?
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April 25, 2025
Filed Under: Hot Topics
Welcome to part four of our MARCH madness. The Ratings Experts from RESEARCH DIRECTOR, INC. – along with the sharp sabermetricians from XTRENDS – have checked with legal and we can use the term “madness” when discussing this survey because the NCAA is absorbed with much bigger issues. Also, since we did not capitalize it, we think we’re in good shape.
If you’ve been following along, you know that the effects of the new three-minute rule – now in its third big month! – have varied widely from market to market and demo to demo. We will continue to highlight this change in this and future roundups.
This survey ran from MARCH 6TH through APRIL 2ND. Times changed, as did the seasons, and brisket was served in a couple of different ways.
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April 24, 2025
Filed Under: Hot Topics
The Ratings Experts from RESEARCH DIRECTOR, INC. – in a committed relationship with the data darlings from XTRENDS – are back to regale you with more radio ratings brouhaha. What’s all this brouhaha, you say? First, it’s a word that is not used often enough for our tastes. Second, this survey completes a full quarter’s worth of results in the new three-minute multiverse.
As with any true multiverse, the realities have varied widely from market to market. As is our custom we will highlight market PUMM changes from both the previous book and last year. This will cover the four basic food, er, demo groups. There is no “one size fits all here” so make sure you delve into your own market to see what has changed.
The MARCH book ran from MARCH 6TH through APRIL 2ND. The clocks sprung forward, spring was also sprung, and there were celebrations for both PURIM and a saint that was never formally canonized (we looked that one up).
Here we go…
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April 23, 2025
Filed Under: Hot Topics
As we traipse through the latest ratings jungle, we find ourselves knee-deep in numbers that only a true data aficionado could love. But fear not, dear friends, for we are here to guide you through the murky waters of MARCH’s radio ratings with nothing less than fervent gusto.
The Ratings Experts at RESEARCH DIRECTOR, INC., alongside XTRENDS’ mystical data wizards, have brewed up a concoction of insights that will make your head spin faster than a QRK turntable at 78 RPM. So grab your metaphorical machete and join us as we hack our way through the underbrush of percentages, shares, demos and mixed metaphors.
This book ran from MARCH 6TH through APRIL 2ND. We boldly sprang forward into spring, many were feasting on kreplach and, for some, turning green was a thing. Shall we proceed?
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April 22, 2025
Filed Under: Hot Topics
Welcome to the MARCH survey! Like you, the Ratings Experts from RESEARCH DIRECTOR, INC. – along with those savvy mathematicians from XTRENDS – have been anxiously awaiting this moment for the last 28 days.
Why? Glad you asked. This completes the first quarter of data using the new three-minute qualifier. As has been our custom, we will be highlighting the change in market PUMM in the four demos we cover, comparing MARCH to both the previous survey and 2024. For the most part, we have seen consistent year-over-year PUMM gains, but they have varied wildly from market to market and demo to demo. Will that trend continue? You’ll have to keep reading to find out.
This book ran from MARCH 6TH through APRIL 2nd. Both the clocks and the season changed, we celebrated PURIM and, lastly, many pretended to be IRISH as an excuse to day drink. Now, on with the countdown…
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April 17, 2025
Filed Under: Hot Topics
For as long as any of us have been involved with radio there is one constant complaint that is heard at every level – it’s all Nielsen’s fault. (It was Arbitron’s fault, too, but Nielsen bought that intellectual property).
Of course, radio people generally gripe about Nielsen when they have a bad book or run of books. The diaries or the meters were in the wrong places or hands. The sample isn’t large enough. Either way, the problem is not with our stations.
I admit, in my days as a Program Director I often fell into that trap. As I have spent more time analyzing Nielsen data and working with clients, I have come to a few realizations.
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April 10, 2025
Filed Under: Hot Topics
Being a compelling and entertaining on-air radio personality is one of the most difficult jobs in the entertainment industry. Those individuals not only need to shine “in the moment” multiple times an hour/shift, but they also have more content responsibilities than ever before. Their lives extend beyond the break into social channels, videos, podcasts and, all too often, voice tracking several other stations. They are self-contained content machines.
The radio industry loves to lean into the “live and local” theme, even as they heap more responsibilities upon fewer personalities. We know – for a fact – that personalities are one of the biggest differentiating factors in how listeners choose a radio station. Personalities are the emotional glue that binds the audience to the brand. Sales also loves these performers for the endorsement dollars they can generate.
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April 3, 2025
Filed Under: Hot Topics
To convince advertisers to pay more for radio campaigns, stations need to demonstrate higher value, better targeting, and stronger ROI. Here’s how:
- Prove Radio’s Effectiveness with Data
- Use Nielsen ratings, qualitative data from Scarborough/The Media Audit/Simmons MRI, audience segmentation, and attribution studies to show reach and engagement.
- Provide case studies proving how radio drives foot traffic, web visits, and conversions.
- Highlight radio’s high ad recall compared to other media.
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March 27, 2025
Filed Under: Hot Topics
Since today is baseball’s opening day, it is appropriate to say we are rounding third and headed for home as we wrap up the FEBRUARY survey. Another set of data points are on deck as we examine how this whole three-minute rule – NIELSEN’s version of the pitch clock – has affected radio listening. The Ratings Experts from RESEARCH DIRECTOR, INC. – along with our double play partners from XTRENDS – will focus on share rank, as usual. However, we will also continue to look at how PUMM has been affected on a book-to-book and year-to-year basis. This is our version of inside baseball.
The FEBRUARY book ran from FEBRUARY 6TH through MARCH 5TH. There was a long government-sponsored weekend in there, the end of the football season and plenty of the winter doldrums. The play by play begins now ….
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By now you’ve seen data comparing the first quarter of 2025 with Q4 of 2024 which shows how the new three-minute qualifier has changed the ratings landscape.