Nielsen PPM data for October 2022 reports radio's weekly reach at 121.2 million, marking its 3rd month of consecutive gains and setting the stage for strong 4th Quarter listening.
Drive Times Lead Daypart Gains
October reflects robust listening in all dayparts, but drive times are prime time when it comes to growth. AMD and PMD have experienced the largest increases over the past few months, including 4 months of consecutive gains. Looking at a three-month trend, Nielsen reports an increase of +12% in AMD, up +1M, and a +5% lift in PMD, up +500K over August. Midday, Evening, and Weekend remain relatively flat over the same frame.
More Out-of-home Listening In October
As of October, 69% of radio's consumption is taking place away from the listener's home. Hitting the highest level for the year, October reflects a slight uptick from 68%, which has held steady for 7 months.
Increased consumer activity outside the home offers more opportunities for listening occasions in the car and away from home. Nielsen's PPM updates continue to show that radio listening is normalizing alongside consumer behaviors.
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