Authors: Tammy Greenberg, SVP/Business Development, RAB and Annette Malave, SVP/Insights, RAB
First quarter audience levels are the highest they have been since 2022. What now?
The results of the 3-Minute Qualifer for a full quarter are now available, proving radio’s strength in connecting and engaging with listeners is stronger than ever and the time is now for brands to rethink their media mix to move more investment to America’s No. 1 reach, high-return medium. From Main Street to Madison Avenue, the benefit to the ad community is: More impressions delivered to a highly attentive and connected target audience will drive (and has been proven to drive) even better outcomes and insights from the top to the bottom of the marketing funnel.
Data shows that first quarter audience levels are the highest they have been since 2022 and are approximately 15% higher than Q4 2024. Key insights reveal:
GROWTH ACROSS DAYPARTS AND DEMOS
Radio has achieved double-digit increases in PPM audience when compared to the October/November/December 2024 release. Every listening demographic in Q1 2025 has a higher listening level versus Q4 2025. There was an average 15% increase in young demos (18-34) among all adults as well as Blacks and Hispanics. The highest growth is among adults and Hispanic adults 35-64-year-olds (21%) and Black adults 35-64 (18%).
Additionally, the weekend daypart is stronger than previously reported. Advertisers that have incorporated weekends as part of their schedules in the past have benefited from higher audience levels than previously estimated and will continue to do so. Is this a new audience? This audience has always been listening, but as part of the shift from a 5-Minute Qualifier to a 3-Minute Qualifer, it is now reported by Nielsen for the first time.
HIGHER RATINGS AND MORE IMPRESSIONS
With the new qualifier applied to the measurement, radio exceeds estimated GRP, reach, frequency and impression delivery across various campaign plan levels.
WHAT IT ALL MEANS
While delivery of GRPs, reach and frequency is higher than estimated, the overdelivery does not translate to buying lower weight levels. It means that the behavior of the audience is different than originally reported and schedules should, in fact, expand and frequency should remain stable or increased.
Ensuring campaign effectiveness can only be accomplished by maintaining and/or increasing frequency levels, maximizing dayparts and implementing various strategies for the ultimate schedule to meet a brand’s KPIs.
This data underscores proof of radio’s value to reach and connect with consumers. Higher audience levels and higher time spent listening means greater opportunity for radio and for advertisers who tap into broadcast radio’s strengths.
WHAT’S NEXT?
Read and hear more about the impact of these changes by watching the webinar series and downloading one-sheets to share the narrative and drive more engagement with your clients.