Spring PPM Shows Surge For AM/FM Listening

Nielsen’s just-released Spring 2025 Portable People Meter (PPM) results show significant audience growth for AM/FM radio, with Average Quarter-Hour (AQH) listening among persons 25-54 soaring 19% over Fall 2024 levels. The gains span all demographics and dayparts, with weekends and nighttime seeing the largest increases.

The spike follows Nielsen’s January 2025 adoption of a three-minute minimum qualifier for PPM credit, replacing the previous five-minute threshold. This change now captures listening sessions between three and four minutes, which account for 23% of all measured PPM occasions.

According to an analysis by Westwood One VP of Research Scott Anekstein, the shift has led to:

• 19% AQH increase among 25-54s
• 17% to 19% growth across all demos
• Stable format shares across the board
• 7% increase in total U.S. AM/FM radio listening, per Nielsen Nationwide projections

The updated PPM methodology has narrowed the gap between large market listening (which uses PPM) and smaller diary markets, with implications for national advertisers. Previously, 25-54 listening in the top 50 markets was 19% lower than national averages; that discrepancy is now expected to shrink. Four major takeaways for advertisers and stations:

• Radio ratings continue to outpace linear TV – a trend likely to accelerate into 2026, especially among 25-54 and 18-49 demos.
• Media plans will overdeliver – 2025 post-buy analyses will exceed 2024 forecasts due to elevated audience levels.
• Increased campaign reach – higher reported listening boosts the effectiveness of advertising schedules.
• More effective ads via shorter breaks – stations can now create more frequent, shorter breaks. Research shows two-minute breaks retain 99% of their lead-in audience, offering greater exposure and retention for advertisers.An industry-wide initiative by the Radio Advertising Bureau and AM/FM broadcasters supports the transition with new tools and resources to help advertisers understand and leverage the three-minute qualifier modernization. The first full Nationwide survey incorporating the new PPM data, covering Spring 2025, is set for release in September.
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