Radio’s audience estimates are not increasing, even with the pandemic ending.
From Dave Sullivan, RRC’s PPM Client Services Manager:
“I’ve been working with audience data for over twenty years now. For as long as I can remember, radio’s collective Weekly Cume could be called a ‘slow leak’ at best. It really wasn’t moving. It only takes five minutes per week of listening to a station for a listener to become part of the Cume audience to that station. Time Spent Listening has been the real leak that everyone’s focused on.”
In this short video, Dave will review radio’s recent trend, as well as three non-commercial formats to see what the data is saying about today’s audience declines.
Please contact the RRC if you have any questions about your station’s audience estimates by emailing us.