Nielsen Audio Moving To Three Minute PPM Measurement

Nielsen has confirmed that they will be adjusting their current Portable People Meter (PPM) measurement standard, reducing the required listening time to qualify for a quarter-hour from five minutes to three minutes, starting with the January 2025 PPM survey.

Key points about this change: Shorter listening threshold:

• This means a radio listener only needs to listen for a minimum of three minutes within a 15-minute period to be counted towards the station's audience.
• Impact on radio stations:
• This could potentially lead to increased audience numbers for stations, as more listeners who may have previously not reached the five-minute threshold will now be counted.
• Potential for more ad breaks:
• Stations may be encouraged to create more shorter commercial breaks throughout the hour to capture a larger audience with this new measurement criteria. 

This shift to a three-minute qualifier is in response to industry feedback and is intended to better reflect current listening behaviors. According to Nielsen, this will help capture a greater number of listening occasions and impressions than before, increasing the visibility and impact of radio in the overall media mix.

Key benefits outlined by Nielsen Audio include:

• A 24% increase in measurable ad impressions, with projected growth in radio audience sizes across all markets and stations using the PPM system.
• Enhanced daily cumulative audience reporting that expands the base of panelists contributing to each station's ratings, thus improving the detail and accuracy of audience measurements.
• Expanded advertising options through more defined dayparts and format opportunities, allowing for more precisely targeted campaigns.
• Opportunities for broadcasters to refine the length, number, and timing of commercial breaks to optimize listener engagement.

Per the Cumulus Media/Westwood One Audio Active Group, younger demographics stand to improve the most, with projected increases of 28% among 18-34 listeners and 27% for both 18-49 and 25-54 audiences. By 2025, AM/FM radio’s ratings in the 18-49 demographic are expected to climb 47%, further outpacing TV in key advertising groups.

The update also aims to improve daily cume reporting by expanding the base of panelists included in station ratings and adding greater granularity to audience insights.

Nielsen has scheduled a client webinar for November 19 at 3pm ET to discuss the implementation plan, key milestones and the resources available to assist clients in adapting to these changes. The webinar will also include a detailed market-by-market grid showing expected audience adjustments across various demographics.