Report: Radio Listening Continues To Rebound

The final PPM June books were just released. In coordination with XTrends, Research Director, Inc. has analyzed market listening in 47 of the 48 PPM markets and the results are encouraging for the radio industry, according to a blog posting.

Charlie Sislen

While radio listening declined as a result of the COVID-19 pandemic and resulting economic shutdown, it has rebounded and is approaching pre-COVID-19 levels, according to Charlie Sislen at The Research Director Inc.

According to Sislen, listening in every one of the studied markets was higher in the June survey when compared to the April survey (3/26-4/22). The average market has seen P6+ listening increase 20% with individual market growth ranging from +4% to +38%. Growth was even more impressive with the target demo of Adults 25-54, where the average market has seen listening climb +22% with a range of +5% to +40%.

All but one market saw P6+ PUMM (market level AQH) in June exceed the May survey. The average market grew 8% with a range from -1% to +17%. Growth is also seen with the target demo of Adults 25-54, where the average market saw listening climb +9%.

Radio listening in all but one market has grown for two consecutive surveys. In other words, radio listening is climbing from both April to May and also May to June.

Sislen concludes "While our industry is not back to pre-COVID-19 listening levels, the rebound is a positive sign. As each market’s economy rebounds, radio listening will return."