One
year after full-time NPR News/Talk stations in PPM markets reached record
numbers of estimated weekly listeners, most continue to add more listeners.
Using
data from the October 2017 and October 2016 Nielsen Audio ratings, we calculated that the
number of weekly listeners to 55 full-time NPR News/Talk stations grew by
around seven percent.
(Scroll
down to see the full list of the 55 in-tab stations.)
The
number of estimated weekly listeners to 55 full-time News/Talk stations grew by
863,900 listeners between October 2016 (12,303,700 weekly listeners) and
October 2017 (13,167,600 weekly listeners).
Over
64% of the full-time News/Talk stations increased their estimated weekly
listeners by more than three percent. Only
eight of the 55 in-tab stations (14%) lost weekly listeners. Twelve stations
(22%) stayed roughly the same, up or down 3% or less over the same period.
Stations
showing the largest gains were WNSC, Charlotte (up 36%); WCPN, Cleveland and
KVCR, Riverside/San Bernardino (both up 31%); and, WMFE, Orlando (up 26%).
WNSC airs South Carolina Public Radio’s news
format just across the station line from Charlotte.
Also
showing double digit increases were WEBZ, Chicago; KUHF, Houston; KUOW,
Seattle; WLRN, Miami; WFAE, Charlotte; WYPR, Baltimore; WPLN, Nashville; WUWM,
Milwaukee; and KNPR, Las Vegas.
WJCT,
Jacksonville, lost the most estimated weekly listeners over one year, down 26%.
Several
high-profile NPR News/Talk stations also saw declines in weekly listeners.
Defacto NPR network flagship, WAMU, was down by 7%. However, in the Baltimore metro, WAMU was up
25%. KNOW, Minneapolis and WUSF, Tampa also lost estimated weekly listeners
from October 2016 to October 2017.
This
report is based on Nielsen Audio data for 55 full-time NPR News/Talk stations
chosen to do an “apples to apples” comparison. Dual format stations
such as KCRW, Los Angeles and KNKX, Seattle/Tacoma were not included in analysis.
Weekly listeners to audio streams were not included. The estimates do not
include weekly listeners in adjacent markets. There is a separate breakout of
these stations below.
THE TOP TEN NPR NEWS/TALK
STATIONS
When
listeners in adjacent markets are included, two stations top a million weekly
cumulative listeners: KQED and WNYC-FM.
According
the Nielsen estimates, WGBH had a larger number of weekly listeners than WBUR
in PPM markets.
Because these estimates don’t include listeners in Diary
markets, it is hard to say definitively which of the two stations has the
largest reach.
LISTENERS IN ADJACENT MARKETS
Five
of the top ten stations have significant listening in adjacent markets:
KQED
is one of the top stations in San Jose.
Repeater KQEI, Sacramento, shows signs of life.
WNYC-FM
has an ample number of listeners in suburban markets that close to the city.
Several close-by Diary markets such as Hudson
Valley, Stamford and Bridgeport all have large numbers of WNYC-FM listeners.
WAMU
has a major presence in nearby Baltimore.
KPCC
continues to add weekly listeners in the Inland Empire via repeater KUOR,
Riverside.
WGBH
takes advantage of its proximity to Providence and continues to add more weekly
listeners despite strong local competition from Rhode Island Public Radio,
which is also adding new weekly listeners.
LISTS OF ALL 55 IN-TAB
STATIONS
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