Today
we are looking at Nielsen Audio trends for 20 representative NPR News/Talk
stations from April 2014 to April 2018. We have two thesis questions:
•
Have these 20 stations experienced audience growth since 2014?
•
Have these stations maintained or grown their audience since the November 2016?
We
are using two of Nielsen’s most basic metrics: Average-Quarter-Hour (AQH) share
and weekly cumulative listeners, often called the “cume.”
We
won’t hold you in suspense. The answers
to our questions are: Yes, these stations have increased there AQH and number
or weekly listeners since 2014. Yes,
almost all of the 20 stations are holding their peak audiences since the
election.
For
reading clarity, the charts as a full page followed by
discussion. What you will be seeing is
an incredible American radio success story during a time when most radio
stations and formats are in decline.
All
20 stations increased their number of estimated weekly listeners between April
2014 and April 2018. The average gain
was 16.0%.
The
stations that gained the largest percentages were KUT in Austin (up 35%) and
KUOW in Seattle and WGBH in Boston (both up 34%).
Note
the numbers highlighted on the chart. Green highlight identifies the Nielsen survey month when a station
had the largest number of weekly listeners during the four-year period. Yellow highlight
identifies the month when a station had the lowest number of weekly listeners.
Seventeen
of the 20 stations (85%) had their lowest number of weekly listeners in April
2014 or April 2015.
Twelve
of the 20 stations (60%) had their highest number of weekly listeners in two
most recent surveys October 2017 or April 2018.
Nineteen
of the 20 stations (95%) increased their AQH share percentage between April
2014 and April 2018. The average gain
was 27.6%. WUOM, Ann Arbor/Detroit was the only station that experienced an AQH
decline.
The
gains in AQH was remarkable at some of the stations. WBUR in Boston increased
its AQH share 59% between April 2014 and April 2018. KUT increased its AQH by 49%. WBEZ was up
43%. Both WNYC-FM and WHYY increased
their AQH by 41%.
We
do not have words to describe the importance of these trends. The gains are
likely the greatest increases in AQH by stations of any format in recent years. The gains in
AQH share by NPR News Stations fly in the faces of those who say traditional
radio is dying.
Note
the numbers highlighted on the chart. Green highlight identifies the Nielsen survey month when a station
had the highest AQH share during the four-year period. Yellow highlight identifies the survey
month when a station had the lowest number of weekly listeners
DON’T KNOCK THE TECH
SURVEY
In
our post last Tuesday [link] about Jacobs Media’s 2018 Techsurvey, we wrote:
The self-recruited
sample [used by Jacobs] makes it difficult to compare the Tech Surveys to research
that is based on random samples. Tech Surveys can only be compared with other
Tech Surveys.
Seth
Resler, Digital Strategist at Jacobs Media, sent us this comment:
Seth Resler |
“Edison does very good
work, so I am inclined to believe in their results. The primary difference
between Edison’s study and our annual Techsurvey is that Edison is a small
phone sample of the general population, and we are a large email survey of
radio fans.”
“So while our results
frequently mirror Edison’s, we tend to see higher streaming numbers because we
are measuring people that have signed up for a radio station’s email database.”
We
did point out the differences in methodology in our story but we didn’t compare the
value of the two methodologies. In fact,
as broadcasters, we think Jacobs’ annual surveys are more actionable than
surveys that reflect the general population.
The
reason is the importance of knowing a station’s core listeners, the “P-1s” as
they are known in the biz. Not only are these listeners the station’s “best
customers” they also include powerful brand advocates who provide the kind of
endorsement that money can’t buy.
Resler
pointed out in his email that, coincidentally, Fred Jacobs posted about the
crucial value of these advocates on his blog [link] the same day as our post. Jacobs
said is his post:
Fred Jacobs in 1986 |
“From my early days as a
researcher, and then as a radio programmer, I’ve been a strong believer in ‘The
80:20 Rule,’ originally coined Pareto’s Principle. It states that 20% of
a population (listeners, sales reps, baseball players) produce 80% of the
results (ratings, sales, runs)."
"While it is important not
to solely focus on your P1 listeners – at the expense of more casual users of
your station – it’s an even bigger mistake not to respect the huge contribution
your biggest fans make to the greater good."
Jacobs
goes on in his post to discuss “Creating
Customer Evangelists” and other ideas to mobilize station fans to generate
buzz about a station and its programming components. All of this process starts by getting to know
listener’s preferences and habits. That
is something Jacobs’ Techsurveys do very, very well.
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