Nielsen Reports Increased TSL

Nielsen’s January 2025 Portable People Meter (PPM) data, released for all markets except West Palm Beach, shows a notable uptick in AM/FM radio listening across demographics and time slots. This surge stems from Nielsen’s updated three-minute qualifier, which replaces the old five-minute rule and better captures the true scope of radio’s audience. Previously, 23% of PPM listening lasted three or four minutes and went uncredited; now, anything three minutes or longer counts, starting with this survey.

Format shares remain stable

Versus October 2024, PPM January 2025 format shares are very consistent. Across the 47 PPM markets, most formats maintain shares within a few tenths. AC is up 0.6. Urban is down 0.6bAn uptick in News/Talk AQH composition is most likely more due to a heavier news cycle (major weather stories and a new president) than a PPM methodology enhancement. In local markets, there is more share variation.

Among persons 25-54, drive times and weekends show the largest increases

Why do drive times and weekends show the strongest audience growth with the PPM three-minute modernization?

Most likely because weekends and drive times have the highest proportion of in-car time spent where shorter occasions of listening are more common. The nature of running errands, shopping, dropping kids off at school, and attending kids’ activities means shorter occasions of listening. These three- and four-minute occasions of listening are now being credited. In their diary markets, Nielsen reports that in-car listening represents the majority of away-from-home listening. The dayparts with the most significant proportion of out-of-home listening in-car are weekends (79%) and drive times (73%).

Scott Anekstein, Westwood One’s VP of Research, analyzed the data, aggregating average quarter-hour audiences from 47 markets to assess the impact of the new standard. Comparing January 2025 with January and October 2024.

He outlined four key takeaways in this week's Westwood One blog:

• AM/FM Radio to Outpace TV Ratings: AM/FM radio has been closing in on linear TV over five years. By 2023, its 18-49 ratings topped TV by 12%, and the 25-54 gap was narrowing. With the new qualifier, 2025 projections show AM/FM overtaking TV among 25-54s and widening its 18-49 lead.
• Boosted 2025 Media Plans: PPM markets will see audience delivery increases over 2024 plans, varying by demographic, market, and format. Nationwide U.S. plans will grow by low single digits, influenced by diary-PPM market mixes and formats. The three-minute rule’s effect on Nielsen’s Nationwide survey hits in September 2025 with the Spring 2025 release.
• Reach Growth for AM/FM: Already the top mass-reach medium, AM/FM’s higher PPM-reported reach will lift campaign performance. Since reach drives ad effectiveness, this strengthens radio’s case in media mix modeling.
• Shorter Breaks, Bigger Impact: The old five-minute rule pushed stations to schedule long commercial breaks at :15 and :45. Now, a three-minute threshold allows shorter, more frequent breaks. A Nielsen/Media Monitors/Coleman study of 17.9 million breaks (61.9 million ad minutes) shows two-minute breaks retain 99% of listeners, versus 85% for six-minute ones. More short breaks mean bigger audiences, better ad standout, and improved effectiveness metrics.

The shift to a three-minute qualifier redefines radio’s reach and impact, setting the stage for a stronger 2025.