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PPM’s New Three-Minute Process Boosted Canada’s Ratings, Is The U.S. Next?
NIELSEN’s three-minute rule for PPM audience measurement will go into effect with the release of JANUARY 2025 survey data in two weeks. The change reduces the required listening time for credit from five minutes to three minutes per quarter hour.
COLEMAN INSIGHTS Pres. WARREN KURTZMAN said, “It’s safe to say that no matter what, reported radio listening levels will increase significantly.”
KURTZMAN suggests looking at CANADA’s ratings service, NUMERIS, which also uses NIELSEN’s PPM technology, for clues on what to expect.
The study found AQH audience gains in CANADA across 11 major format groups, with increases ranging from 3% to 14%. Formats attracting larger cume audiences, such as Adult Contemporary, CHR, and Rock, Saw the biggest increases. Sports, News/Talk, and Country Had smaller gains, while Hot AC, News, Alternative, Classic Hits, and Classic Rock fell in the middle.
KURTZMAN noted that some formats, particularly those targeting Black and Hispanic audiences, were not represented in the analysis, as those formats are not as widely available in CANADA.