Modernizing PPM Audio Measurement:
The 3-Minute Listening Qualifier

What's happening?

To be counted in a radio station's Nielsen audience estimate, listening sessions historically must total to at least 5 minutes within the quarter-hour Nielsen will be modifying the minimum qualifier to credit listening only in PPM markets from 5 minutes to 3 minutes.

Why is this happening?

Consumers listen in shorter durations; 45% of PPM all listening occasions are shorter than 5 minutes. An average song is around 3 minutes long. Under current rules, commercials often run at the quarter-hour breaks and advertisers are not getting full credit for audiences to ads.

When is this change taking place?

The January 2025 PPM survey period, which begins on January 9, 2025 and releases starting on February 24, 2025.

Which markets are impacted?

48 Nielsen Radio PPM markets. Diary markets are not affected.

How will this change the estimates?

Based on initial impact data, the Average Quarter-Hour Audience (AQH) increased by an average of 24%. Results for individual stations will vary based on a number of factors including time of day, age of audience, format and market.