In Nielsen’s Continuous Diary Measurement (CDM) markets, total Cume Persons is down by just 1.5% from March 2020 (Jan-Mar) compared to April 2020 (Feb-Apr) and total AQH (Persons Using Radio) decreases by only 2.4%. However, there are shifts in the location of listening percentages in Persons Using Radio as COVID-19 stay-at-home orders were implemented, even with the overlap in the survey reporting months.
Half of the April 2020 (Feb-Apr) survey is impacted by COVID-19. Even with the overlap in survey months between April 2020 (Feb-Apr) and March 2020 (Jan-Mar), the percentage of total radio listening in CDM markets from the At Home location increases by 6.1 points from March 2020 to April 2020, while In Car and At Work show declines of 4.6 points and 1.5 points, respectively.
RRC will continue to monitor changes in listening habits in CDM markets.