Rapidly Reducing Global Timeline: A "Three-Minute Globe" Emerges
In a notable shift, Nielsen's decision to measure radio audience based on a three-minute qualifier instead of the previous five-minute standard has led to a surge in reported radio ratings and audience size, particularly for AM/FM radio in the U.S. This change has resulted in a more comprehensive and realistic picture of radio consumption, rather than actual growth in listening behavior.
The new measurement standard, which took effect in January 2025 in markets using Nielsen’s Portable People Meter (PPM), has caused a significant rise in audience estimates. According to recent data, there has been an 19% growth in average 15-minute period listenership year-over-year, and a 7% increase in total U.S. AM/FM radio listening.
The three-minute qualifier has also led to the crediting of many shorter listening occasions that were previously uncredited. Nearly 23% of measured tuning sessions last between three and four minutes, which were excluded before the change, now boosting credited listening figures.
The audience growth is observed across all demographics, including an 18% rise among adults 18–34 and 22% among adults 25–54. Despite the overall increases, format share rankings remain largely stable, meaning all formats have risen proportionally due to the new measurement standard.
Industry analysts note that this increase does not represent a sudden surge in radio consumption but a recalibration of how listening is recorded. Early returns show promise for broadcasters, but experts caution it is still early to make definitive long-term conclusions about broader industry impacts.
The shift from five minutes to three minutes in radio credit-listening is seen as logical, especially in a world where digital ads are considered viewable with two seconds of exposure. Shorter durations of content might make it easier for those "snippets" to be reposted, placed on social media, and released by broadcasters as highlights on digital platforms.
Broadcasters should be aware that listeners are constantly coming in and out of listening, so stations should be consistent in delivering the content. Some larger national advertisers are waiting for Nielsen's spring 2025 book to see how it reflects the impact of the three-minute enhanced edit rule.
Public broadcasters are benefitting from the change in listening measurement, particularly those airing news-focused and drive-time content. Media planners expect the shift will cause radio’s audience delivery to become even stronger than that of television.
The enhanced crediting solution has generated audience growth for Cumulus stations across all demographics, ethnic groups, dayparts, and programming formats. Cumulus has found a positive response from advertising agencies regarding the shift. However, some industry experts question whether the switch to the three-minute qualifier will be a boon for radio ratings and revenue.
In conclusion, Nielsen's shift to a three-minute qualifier for radio audience measurement has led to a notable increase in reported radio ratings and audience size. While the gains in audience are coming from higher daily cume audiences, it is still early to make definitive long-term conclusions about broader industry impacts. Radio isn't growing; Nielsen just changed the rules, according to one radio analyst. The playbook to grow audience hasn't changed: Grow your daily cume.
- The increase in radio audience estimates, as a result of the three-minute qualifier, has led to a raise in reported radio ratings and audience size, particularly for AM/FM radio in the U.S.
- The enhancement of the measurement standard has caused a significant rise in the crediting of shorter listening occasions, with nearly 23% of measured tuning sessions lasting between three and four minutes being previously uncredited.
- The shift from five minutes to three minutes in radio credit-listening is seen as logical, considering that digital ads are considered viewable with two seconds of exposure, which might make it easier for shorter pieces of content to be reposted, shared on social media, and used as highlights on digital platforms.
- The new three-minute qualifier for radio audience measurement has generated audience growth for Cumulus stations, across all demographics, ethnic groups, dayparts, and programming formats, receiving a positive response from advertising agencies.
