THREE VERY DIFFERENT MARKETS WHERE NPR NEWS STATIONS ARE NUMBER ONE IN THE COVID-19 “DISRUPTED BOOK”

As the Covid-19 pandemic keeps growing, it is nice that some things sort of stay the same. No matter what is going on in the world, Nielsen Audio keeps the PPM meters running.

The March PPM ratings were compiled between February 27 and March 25, 2020. During that period, the virus went from being a rumble on the horizon to become a major disruption of everyday life.

There are changes in media usage daily, so the March Nielsen PPM ratings may not reflect the situation now. This will continue as move towards an unknown future.

Today we have three western markets with very profiles, but the hometown NPR News/Talk stations have one thing in common: The NPR stations are the top local radio news source.

Let’s start with Denver-Boulder, where the percentage of college graduates tops 45.5%, the fifth highest in the 45 primary Nielsen PPM markets.

Colorado Public Radio’s KCFR now dominates the news station ratings. In March “book” KCFR’s 6.3 AQH share was three times the AQH for the once mighty KOA. Don’t look for that to change in coming months because KOA is the voice of the Colorado Rockies. But, the Rockies haven’t left the dugout.

Northern Colorado’s KUNC also increased in both its AQH share and estimated weekly listeners.

We’ve summarized the March PPM ratings as “news is up/music is down.” But there are exceptions. Look at the rise in listeners and listening at CPR’s Indie 102.3. All three of their biggest competitors – The Colorado Sound, KBCO and KTCL – had double-digit drops compared to the prior month.

Community station KGNU, based in Boulder, had the biggest decline in weekly listeners.

In Portland, KOPB had an enormous jump, up in both AQH share and estimated weekly listeners. Many are saying this is KOPB’s “best book ever.” No commercial news or talk stations even come close.

Portland has always had the reputation of being an excellent place for public radio listeners. However, the market is only 13^th on the list of adults who have a college degree or higher (38.0 %).

Classical KQAC lost in both AQH share and weekly listeners. Jazz KMHD gained a bit in both metrics.

Pacifica-ish KBOO had interesting results: The AQH share and estimated weekly listeners were the same in March as they were in February. This looks like a “silo” to us.

Viva Las Vegas! It is another city where a NPR News/Talk station is the top radio news source. 

NPR News/Talk KNPR was up in AQH share and held steady. 

The percentage of adults with a college degree or higher, is 24.1%, 44th of the 45 Nielsen PPM markets.

We just checked in on KUNV's streaming audio. 

They just segued from George Benson’s Breezin’ into Rumors by Fleetwood Mac.

Nice, but will listeners support it?