Nielsen ratings can be the bane of radio programmers’ existence everywhere. If you have a good book “YES!! WE DID IT!” If you have a bad book, “Those ratings are skewed anyway.” They can be all over the place. One of the issues is the rule of 5 minute listening to get that quarter hour credit. Many issues add to this problem.
Radio ratings can be pretty wonky due to the almost impossible rules that are in place necessary to grab what you need to get the numbers you are gunning for. The 5 minute listening is nearly unattainable these days. Why? Streaming has created an atmosphere where listeners can grab any song they want and listen to it RIGHT NOW. This issue turns into another: very short attention spans. Imagine you’re in your car, how many times have you switched the station in the past five minutes? Exactly. Due to all this and more, Nielsen is entertaining the idea of changing the 5 minute requirement to 3 minutes. Is this where the heavens open up and a light shines down on all radio programmers? Has Christmas, actually, come early??
Nielson had a zoom webinar recently and they discussed this possibility in great detail. They even involved their math department! (I don’t know if they have a math department but it sounds nice.) Anyway, the math gurus found changing the 5 minute requirement to 3 minutes could boost an average AQH increase of 26% in the 6+ population. Clearly, the stations with younger listeners will benefit more from this, vs mostly talk stations and sports stations. However, the statistics show great growth across the board!
Don’t start counting your chickens before their hatched, however. Nielsen Audio Client Services President, Rich Tunkel, said during the webinar, there are still some kinks they need to work out and aren’t sure when this new rule would be implemented.
Regardless, it looks like this could happen and some discussions should be in the works. What does this mean for sales? What does this mean for break lengths and show outlines? This is a GREAT thing and we should get excited!
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1 thought on “Nielson Might Change Their Rules for Ratings”
In these times, a simple egg timer designates a real listen. Licensed Radio is a cotninued Godsend in reaching 90% of the audience. And, the remainder hears radio on a digital connection. Do you really think folks can fine and stay tuned to selfie podcasts for 40 minutes? Collaboration needed. http://www.broadcastideas.com