|Pierre Bouvard, famous researcher|
An analysis of data for Nielsen Audio’s April survey, plus the two weeks after survey, shows that AM/FM stations reached 82% of pre Covid-19 levels.
The results were posted [link] by Pierre Bouvard, Chief Insights Officer at Cumulus Media and Westwood One.
The data in Bouvard’s analysis reflects the period of March 27 through May 6, 2020.
The April book is based on data from the first four weeks of the period March 19 through April 15, 2020.
To establish a baseline, Bouvard used Nielsen PPM data from the second week of March (3/5 – 3/11).
Bouvard knows what he is talking about. He was President of Sales for Arbitron (now a part of Nielsen) was part of the team that launched Arbitron's Portable People Meter (PPM) methodology.
The chart on the right comes from Bouvard’s post.
It shows a “V shaped” recovery in listening to all measured all radio stations for the six-week period.
Of course, there were variations in radio consumption in different markets, formats and stations.
Bouvard’s analysis also found that, despite restrictions, out-of-home listening still makes up the majority of radio listening.
The next chart on the shows that the percentage of people who heard radio at home grew to 42% in April compared to March (29%).
NIELSEN APRIL PPM RATINGS FOR NYC, LA, CHICAGO & SAN FRANCISCO
In the April book, the full extent of the disruption cause by the Covid-19 pandemic is obvious. The data shows a snapshot of radio listening during the period March 19 through April 15, 2020.
Looking at the top four radio markets, we see some consistent results from market to market: News is up and music is down.
AQH shares for most of the NPR News/Talk, went up – sometimes by amazing percentages. But the “cume” (a/k/a “Estimate Weekly Listeners”) was way, way down. However, there were notable exceptions.
What you are seeing are not trends. Media consumption has likely changed again since April 15th. The ratings reflect the same forces of change that make life itself so hard to predict. Here are the results without commentary. Be well, my friends.
IN CASE YOU MISSED IT, THE 2020 PMDMC HAS BEEN CANCELED
From Joyce MacDonald, President & CEO of Greater Public:
After careful consideration of the safety and wellbeing of attendees, speakers, and staff due to the COVID-19 pandemic, we’ve made the difficult decision to cancel the 2020 Public Media Development and Marketing Conference (PMDMC) originally scheduled for July 21-24 in Atlanta.