Monday, December 6, 2021

Radio PPMs Make It A November To Remember


Katz Media Group reports the latest Nielsen PPM data for November 2021 show radio's weekly reach at 123.1 million, continuing a stretch of the highest weekly cume since before the onset of the pandemic. Weekly cume is up +2.8M year-over-year, and +16.5 ahead of the pandemic low of last April. Radio's Average Quarter Hour persons hit 7.7M in November, tracking an increase of +100,000 over last year, and +1.9M over the pandemic low. AQH levels are strong across various demos, with the greatest YoY growth seen among Hispanics and Black Americans (+5%). 


November's AQH shows strong performance from all dayparts - especially Drive Times, which continue to maintain their highest levels since the start of the pandemic. Once again, Drive Times show the most year-over-year growth among the dayparts, up +9% (+800K) for AMD, and +4% (+400K) for PMD.

Weekends and Evenings were the first dayparts to rebound, regaining much of their lost audience by the summer of 2020. Therefore, their November performance is stable year-over-year. The slight dip in Midday listening YoY is likely reflecting a shift to AMD listening as more employed adults return to their regular daily commutes. 

As for Morning Drive, figures from Katz show a radio recovery is further seen in key demos experiencing strong year-over-year growth and peak usage. Persons 18-34 listening has hit its highest level since the pandemic onset, up +6% YoY. Persons 25-54 are up +6% YoY as well, while Women 25-54 are up +15%. Teens 12-17 are up a whopping +76% over last November, experiencing marked growth every month of the current school year, and surpassing pre-pandemic levels. 

Figures from Katz also prove consumers enjoy holiday music while taking parts in a variety of activities,even non-holiday related ones. Listeners are in the holiday sports at home, in the car, at work, and while out running errands. According to Katz, advertisers have ample opportunity to reach consumers.

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