Who is the RRC?
Radio Research Consortium, Inc. is an independent, not-for-profit research firm that contracts with Nielsen, Inc. to produce local market audience estimates for non-commercial radio stations. RRC serves station managers, programmers, marketing, and development professionals. Founded in 1981 by Tom Church as a 14-member alliance, the RRC now serves several hundred non-commercial subscribers.
RRC seeks to advance the understanding and utilization of audience research by non-commercial radio stations. We are committed to training and educating station personnel in the evaluation, interpretation, and application of radio research data.
View RRC Partner StationsThe RRC PMGC Team
Molly Davis / President & CEO
My favorite part of working with the RRC is making connections with team members at stations all across the country, from all types of station formats and sizes. I love hearing directly from our station partners about the creative and innovative ways they're serving their audiences, their pain points, and how we can help.
Each day there's some conversation or interaction that reinforces for me what a special community we work in, and it's such a privilege to be part of this organization and part of this industry. Please reach out any time!
Lori Slingluff / Managing Director
The best part about helping RRC partner stations is to see them make the connection between the data and their audience. Once that connection clicks, their energy changes. They start imagining possibilities instead of problems. It empowers stations to engage new members, secure new underwriting, and program the station to better meet the needs of their audience. This is the core of what keeps a station relevant and thriving and it's the best part of my day!
"RRC is a valuable asset that helps Delaware Public Media tell our story. Their data goes beyond the numbers and provides insight our underwriters' trust and respect. BTW, RRC offers phenomenal customer service!"
"The audience data from RRC are one of the critical tools that helps me measure the effectiveness of marketing and engagement campaigns. The RRC staff is so great to work with — it's a great partnership!"
Dave Sullivan / PPM Client Services Manager
My mother taught 1st grade for over 30 years, my father was an accountant and controller throughout his career, and I always wanted to be on the radio. With RRC, I found the perfect opportunity to teach people the numbers of radio. Life couldn’t be any better for me!
David Ginsburg / Diary Client Services Manager
One of the most meaningful and gratifying parts of my job is helping stations interpret their audience and qualitative data to aid revenue growth. With last year's decimation of federal funding, stations have a renewed urgency in developing new revenue streams. Helping station staff reach that 'aha' moment is so rewarding.
"Listener data reveals if our promises have reached the heart of the community. With the RRC team as our guide, we don't just analyze this testimony. We use it to honor the people we serve."
"Working with David and the RRC has been incredibly valuable for our station. The depth of detail in the data and analysis helped us identify exactly where we were losing listeners and, just as importantly, why.
Before partnering with RRC, we had no clear picture of those problem areas. Because of their insights, we've been able to make targeted programming adjustments in weaker dayparts while leaving our strongest dayparts untouched."
Brian Stauffer / Dual Client Services Manager
After 18 years at Nielsen Audio, I joined the RRC in April 2026 because I wanted to use my experience to help public radio stations better understand their data and grow their audiences. Beyond my work in audience research, I'm also a longtime donor to my local public radio stations; contributing to the success of public media is both a professional passion and a personal commitment.
I'm excited to meet PMGC attendees, learn about your goals and challenges, and explore how the RRC can provide the insights to help position your station for long-term success.
Trisha Moynihan / Technology and Digital Services Manager
Whether it's finding new ways for RRC partner stations to explore their data or working directly with station staff to get the most from our online tools, I feel privileged to play a role in strengthening the public media system through RRC's partnerships.
Having worked in public media for more than 20 years, I bring that perspective to the RRC with the goal of improving how our system uses audience data. I always welcome your suggestions, ideas, and feedback, and I look forward to hearing from you!
Audience Data
Isn't a 'Report Card'
Metrics tell stories if we only look closely. Used well, they become a diagnostic tool for mission, especially when evaluated through the lens of our values.
Use your audience data to:
- Plan more efficient and effective fund drives
- Make the sales case to potential underwriters
- Provide more compelling giveaways and premium items
- Make the case to philanthropic organizations
- Determine where programming and content are resonating as a relationship
- Develop more strategic marketing campaigns (and measure how successful they are!)
- Plan engagement efforts that speak directly to the interests of your audience
Get In Touch with the RRC
Want to find out about pricing or how we can help with audience data? The RRC can provide both access to Nielsen data and data consulting services. Send us a message so we can learn about your needs.