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Nielsen’s New PPM 3-Minute Quarter Hour Credit Begins January 2025
NIELSEN has confirmed plans to shift its radio listening qualifier for PPM from five minutes to three minutes starting JANUARY 2025. This change is expected to increase audience measurements in PPM markets by as much as 24%. It will potentially consistently improve ratings for stations targeting younger audiences.
NIELSEN will hold a client webinar on TUESDAY NOV. 19th to provide more details on the rollout. This session will include an overview of key milestones, timelines, and resources available to stations and advertisers.
Under the new methodology, listening moments as short as three minutes will count toward audience ratings, even if these minutes aren’t continuous within the quarter hour. This adjustment reflects data showing that nearly a quarter of all radio listening occasions fall within 3-4 minutes, which previously went uncounted under the five-minute rule.
NIELSEN stated, “Moving from a 5-minute to a 3-minute qualifier addresses industry feedback and aligns with TODAY’s listening habits. By shortening the minimum amount of time required to be counted in the audience, NIELSEN will capture more occasions and impressions than previously reported.”
“This alone is reason enough to make this change, but the higher audience levels will also enhance how radio shows up in the media mix and provide more robust inputs for attribution, outcomes measurement, and market mix models.”
For advertisers, the updated method will expand measurable ad impressions and enable more targeted campaigns. The change also supports broadcasters by broadening their audience base and offering new opportunities to tailor commercial breaks to audience preferences, including different dayparts and content formats.