AM/FM Radio Listening Surges with PPM Modernization

Nielsen’s Spring 2025 Nationwide study, aggregating AM/FM radio listening across all U.S. counties (Portable People Meter and diary markets), reports significant audience growth compared to Fall 2024.

The increase is driven by Nielsen’s modernization of the Portable People Meter (PPM) methodology, which now credits tuning sessions of three minutes or more, down from the previous five-minute threshold.

Key Findings from Spring 2025 Nationwide Study

• Overall Growth: Total U.S. AM/FM radio Average Quarter-Hour (AQH) listening among persons 25-54 rose by 6%, fueled by a 19% surge in PPM markets.
• Time Period Gains: Weekends (+9%) and nights (+11%) showed the strongest growth.

Demographic Trends:

• Growth was higher among men than women and stronger in older demographics.
• Significant increases were seen among college graduates and upscale Americans (household income $75K+).
• Hispanic 25-54 audiences saw double-digit growth in nights and weekends; Black 25-54 audiences reported a 12.2% increase in nighttime listening.
• Format Stability: Format shares remained consistent despite the AQH growth.
• Market Indices: Top market indices improved by 3-5 points, narrowing the gap between major markets and the national average.

Scott Anekstein, VP of Research at Westwood One, analyzed the Spring 2025 Nationwide data against Fall 2024, confirming:

• A 6% AQH increase for persons 25-54, with weekends (+9%) and nights (+11%) leading.
• Stronger growth among men, older demographics, college graduates, and high-income ($75K+) listeners.
• Stable format shares, indicating proportional growth across all radio formats.

Implications for Radio and Advertisers

1. Surpassing TV Ratings: AM/FM radio’s ratings growth is expected to accelerate, potentially overtaking linear TV among 25-54s in 2026 and widening its lead in the 18-49 demographic.
2. Increased Reach: Higher PPM-measured reach enhances AM/FM radio’s position as America’s top mass-reach medium, improving campaign effectiveness in media mix modeling.
3. Optimized Ad Breaks: With the three-minute qualifier, stations can schedule more frequent, shorter commercial breaks (e.g., at :10, :20, :30, :40, :50), improving listener retention. Nielsen data shows two-minute ad pods retain 99% of listeners, compared to 85% for six-minute pods, boosting ad effectiveness.