Radio’s Recovery from COVID-19 Continues Looking Better

• In-Car Almost Catches Home In March CDM

The Radio Research Consortium has come up with some grpahics, based on Nielsen Data, which further shows in-car radio listening continues to look better.

The combined 44 Continuous Diary Measurement (CDM) markets show the total week Cume Persons to radio in March (Jan-Mar) 2021 decreasing by a slight 0.6% from February (Dec-Feb) 2021, but it is still 99% of the pre-pandemic March (Jan-Mar) 2020 level. At the same time, the total AQH (Persons Using Radio) decreases by 0.7% from February (Dec-Feb) 2021; it represents 95% of the March (Jan-Mar) 2020 level

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The listening location percentages for total AQH to radio in March (Jan-Mar) 2021 show the percentage of listening from the Car (40.3%) getting ever closer to the Home (40.9%) percentage.

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RRC graphs indicate AQH and Cume are continuing to grow:

Total market Average Quarter-Hour listening (PUMM) and total market AVG Weekly Cume also continue growing thru APR21 across 45 non-embedded PPM markets to signify radio’s recovery from COVID-19.

2020 ended on a two-quarter uptrend with FA20; however, JAN21 and FEB21 stalled radio’s recovery with a seasonal step backward.

APR21 shows that overall PUMM is now back to 89% of where it was for WI20 and AVG Weekly Cume is now back to 95%.