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RRC News: Impeachment Inquiry Hearings Increased Listening by 18%!

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RRC News: Impeachment Inquiry Hearings Increased Listening by 18%!


PPM  Weeklies gives stations access to the ratings in advance of the  Monthlies. This is most beneficial when events affecting programming and  listening take place in the early weeks of a survey.

The first  two weeks of the December 2019 survey contain four days of the recent  Impeachment Inquiry Hearings. December 2019 Week 2 finished releasing  for all markets on December 13th, yet the December Monthlies won’t  finish releasing until December 30th. I don’t think you want to be  analyzing data on New Year’s Eve!

In our analysis of the recent Impeachment Inquiry Hearings, here’s what we did:

We rolled-up 50, full-time, non-commercial news stations across 44 PPM markets.

We  looked at the Average Quarter-Hour Persons in total for the full impact  of both Daily Cume and Daily Time Spent Listening across all stations.

We  broke out the two weeks by day to analyze the ten weekdays and look for  differences in listening on the four days where there was Special  Coverage versus the six days when there was not.

The four  days with the most listening in the first two weeks of the December  survey were days when the Impeachment Inquiry Hearings were taking  place. All four of those days finished above the two-week  weekday average, while the six days with no Impeachment Inquiry Hearings  all finished below the two-week, weekday average. Listening was 18% higher for this group of stations on those four weekdays with special coverage, versus the six weekdays when no Impeachment Inquiry Hearings took place.

Click HERE to see the graph in a PDF format.

As always, please contact the RRC if you have any questions about your station’s audience estimates.

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