Authors: Tammy Greenberg, SVP/Business Development, RAB and Annette Malave, SVP/Insights, RAB
Have you ever thought about what happens in 60 seconds on the internet? Think about what you do in 60 seconds. With more media options available today, consumers are swiping, snipping, chatting and listening at lightning speed.
Nielsen’s new 3-Minute Qualifier is a gamechanger for radio. It provides a more comprehensive and realistic perspective of radio listening occasions. This change benefits the entire radio ecosystem highlighting greater engagement of broadcast radio listeners – across dayparts and formats. While the shift is occurring in PPM-only markets, the results to date underscore radio’s relevance and role in local markets – from measured to nonmeasured, and from metered markets to diary and unmeasured markets.
The measurement shift was projected to realize a 24% increase in listening on average. Early results from the January 2025 releases showed that audience levels were the highest they have been since 2022 with double digit increases.
The release of February 2025 data now delivers a two-book trend of Nielsen’s shift to the 3-Minute Qualifier – with continued positive results. The January/February audience levels, once again, are the highest since 2022. Every radio daypart realized lifts in audience along with gains in total average listening. As the population continues to grow and as reported by the 2020 U.S. Census, there were significant increases in total listening levels year-over-year (Jan/Feb 2025 versus Jan/Feb 2024). While there were increases in among the total U.S. population, there were also significant increases among diverse audiences. Black audience listening levels increased double digits. Among younger segments such as 18-34 and 18-49, there was a 10% lift in listening. Double digit increases were also seen among Hispanics – up 10% among 18-49, up 14% 25-54 and up 22% among 35–64-year-olds.
Daypart listening among various age groups and listener segments also experienced increases under the new qualifier. From morning drive to midday and evening drive, listening levels increased. Weekends (Sat./Sun. 6A-7P) saw incredible increases across all demos and most especially among Black and Hispanic listeners.
What does all this mean? The shift is a reflection of how consumers are engaging with media and specifically, radio. There are more people tuning into AM/FM radio than previously reported because they are listening is shorter segments.
When it comes to planning schedules for businesses, it’s a win-win. Ad exposure is always a key goal – the ability to reach as many individuals within a desired audience with impressions that impress. While businesses may look at the increased audience as an opportunity to reduce their campaign activity, they should stick with the same number of occurrences per week because they historically “did the job.” They should understand the correlation between exposure and impact. Reducing the number of times a consumer is exposed to an ad will have a direct impact on the effectiveness of a campaign. The business is reaching more people, but the number of times they need to be reached must remain the same. Occurrences must not change. GRP levels should not be reduced in order to maximize consideration opportunities.
The shift continues to be a gamechanger for broadcast radio. Higher audience levels, higher time spent listening means greater opportunity for radio and for advertisers who tap into broadcast radio’s strengths. The change from a 5-Minute Qualifier to a 3-Minute one proves that every minute matters.
Read and hear more about the impact of these changes. Watch the webinar series and read about the changes here.