As a follow-up to our webinar about the new three-minute Nielsen qualifier, we took a deeper dive into the numbers. We wanted to see how this new accounting method affected the major dayparts and several demos beyond 6+.
We could not have accomplished this analysis without the help of the folks at XTRENDS.
Before we look at the charts, here are a few ground rules:
- We looked at 48 of the 49 PPM markets.
- We only included stations that achieved a minimum 1.0 share in each of the demos and dayparts listed. We chose this route because the percent changes for the smaller stations tended to skew the results.
- We looked at three metrics: Average Quarter Hour Persons, Cume Persons and AWTE as expressed in quarter hours.
- The demos we used were: A18-34, A18-49, A25-54 and A35-64.
- This study features a station sample of approximately 4400.
- The comparison is from Holiday 2024 to January 2025.
- The percentage columns show the amount each column increased in each daypart.
- Remember that each percentage is an AVERAGE of all the stations included in the sample.
This chart is meant for entertainment purposes only. No wagering.
|
AQH % Change Hol24-Jan 25 |
CUME % Change Hol24-Jan 25 | AWTE % Change Hol24-Jan25 | ||||
| Persons 18-34 | ||||||
| M-S 6a-Mid | 38.3 | 18.8 | 17.2 | |||
| M-F 6-10a | 63.3 | 43.5 | 20.7 | |||
| M-F 10a-3p | 33.5 | 21.3 | 14.1 | |||
| M-F 3p-7p | 43.8 | 25.7 | 16.5 | |||
| M-F 7p-Mid | 29.4 | 22.9 | 12.6 | |||
| S-S 6a-Mid | 37.4 | 24.3 | 13.3 | |||
| Persons 18-49 | ||||||
| M-S 6a-Mid | 36.9 | 16.0 | 17.7 | |||
| M-F 6-10a | 59.5 | 36.7 | 18.0 | |||
| M-F 10a-3p | 32.3 | 15.2 | 15.5 | |||
| M-F 3p-7p | 41.9 | 22.7 | 16.0 | |||
| M-F 7p-Mid | 25.2 | 16.7 | 9.0 | |||
| S-S 6a-Mid | 30.4 | 17.8 | 10.8 | |||
| Persons 25-54 | ||||||
| M-S 6a-Mid | 36.0 | 14.9 | 18.1 | |||
| M-F 6-10a | 57.1 | 33.0 | 18.7 | |||
| M-F 10a-3p | 32.0 | 14.0 | 16.1 | |||
| M-F 3p-7p | 42.4 | 21.9 | 17.1 | |||
| M-F 7p-Mid | 26.3 | 16.8 | 8.9 | |||
| S-S 6a-Mid | 29.0 | 16.8 | 10.5 | |||
| Persons 35-64 | ||||||
| M-S 6a-Mid | 34.0 | 14.1 | 16.9 | |||
| M-F 6-10a | 51.5 | 28.9 | 18.2 | |||
| M-F 10a-3p | 29.1 | 12.5 | 15.1 | |||
| M-F 3p-7p | 40.0 | 20.0 | 16.7 | |||
| M-F 7p-Mid | 26.2 | 15.1 | 10.3 | |||
| S-S 6a-Mid | 26.2 | 14.9 | 9.8 | |||
A few observations:
- Although the average AQH Persons across all stations increased in every demo and daypart we looked at, the biggest AQH increase was during morning drive.
- AWTE increased across the four demos, with the biggest gains in morning drive. This indicates that more listening in morning drive is for those shorter 3 and 4 minute durations.
- M-F 7p-12m saw the smallest AWTE increases. Does this mean there was/is less light listening to that daypart?
- The total week AQH increase was highest for A18-34 and lowest for A35-64.
We have this study broken down by format, as well. More on that in a future column.
If you have any comments, questions or additional observations, please email me at [email protected].
Once again, a huge h/t goes out to XTRENDS.
