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May 11, 2020 5:45 pm  #1

US - April Ratings

The first monthly April books came out in the US today. I've already seen it called the "biggest month of ratings upheaval since those first months of PPM"

With listening sharply falling, especially in younger demos, older-skewed formats like Classic Rock, Public Radio, and even Classical are seeing bigger shares.

We'll see similar trends here when the Spring book is released next month.

The bottom fell out in the April monthly. CUME for many stations dropped up to 40% from where it was in February. Shares for female friendly stations, in particular AC, Hot AC and CHR plummeted. As Westwood One noted in its blog recapping Nielsen’s recent client webinars, the worst may behind us as listenership began rising in Week 4 of the April monthly back to 82% of pre COVID-19 levels by May Week 2.


May 12, 2020 5:45 pm  #2

Re: US - April Ratings

Day 2 with more markets reporting, and the trend continues: Stations with older and male-leaning audiences seeing big share growth. Younger and female-leaning dropping massively.

The exception, of course, is sports radio, despite leaning older and male.

     Thread Starter

May 12, 2020 8:37 pm  #3

Re: US - April Ratings

From Broadcast Dialogue. Make of the numbers what you will.

Numeris says 88% of radio’s weekly reach maintained during pandemic