As APR21 data for PPM markets allows us to get a first look into the Nielsen Audio quarter of Spring 2021, one thing has caught the attention of RRC staff: many public radio Triple A stations are doing better now than they were before the COVID-19 pandemic. Five stations in particular are worth noting: WYMS-Milwaukee; KRCL-Salt Lake City; WXPN-Philadelphia; KUTX-Austin; KEXP-Seattle.
For these five stations as a whole, AVG Weekly Cume dropped by 16% from 2019 to 2020 due to the pandemic. Average Quarter Hour Persons on the other hand was flat for 2020 and led to a combined AQH Share increase of 37%. That’s because AVG Weekly Time Spent Listening increased for each of these stations while listening to radio as a whole decreased.
AVG Weekly Cume is now up 3% for APR21 vs. 2019, and AVG Weekly TSL continues to increase in 2021.
Please check out the slides below, and contact the RRC by email if you have any questions!