Nielsen Audio Market Survey Rankings: Spring 2024

[pjc1961]

The biggest move in PPM markets is Dallas (now #4) moving ahead of San Francisco (now #5).
Several others swap or change positions.

With 3 diary markets eliminated, there's more movement in that category.

Story:

Nielsen Releases Updated Market Rankings As Dallas Rises Ahead Of San Francisco - RadioInsight

As the Spring ratings survey period began on Thursday, Nielsen has released its revised market rankings. A number of moves have taken place in PPM markets with the biggest being Dallas/Fort Worth rising to market #4 as San Francisco drops behind it to #5. Other PPM market changes are: Miami/Fort...

radioinsight.com

Full report:

https://www.nielsen.com/wp-content/uploads/sites/2/2024/04/Populations_Rankings.pdf

 

[davideduardo]

The biggest move in PPM markets is Dallas (now #4) moving ahead of San Francisco (now #5).
Several others swap or change positions.

With 3 diary markets eliminated, there's more movement in that category.

I believe that even if a market is not Nielsen rated, it retains its market rank. But I am not positive; can anyone confirm this?

 

[CTListener]

I believe that even if a market is not Nielsen rated, it retains its market rank. But I am not positive; can anyone confirm this?

Will the changes in the top 20 affect the way those markets are listed on this website?

 

[michael hagerty]

I believe that even if a market is not Nielsen rated, it retains its market rank. But I am not positive; can anyone confirm this?

David, this (from the RI article) would suggest otherwise:

With the elimination of three markets last week (#99 Greenville/New Bern/Jacksonville NC, #109 Visalia/Tulare/Hanford CA, and #214 Sunbury/Selinsgrove/Lewisburg PA), most of the diary markets rose.

 

[davideduardo]

David, this (from the RI article) would suggest otherwise:

I never looked at how Arbitron or Nielsen dealt with its market list as I usually have bee involved with a market that is not outside the top 100, where I don't recall any market ever being cancelled unless it was a case like "Fort Lauderdale" being eliminated in 1981 when it was consolidated with Miami.

So, essentially the Nielsen list is not a complete market list but, instead, a listing of Nielsen rated markets.

 

[radiorobert]

Side question...when these get updated, does it factor into format or programming decisions in some markets? I know theres other factors obviously (individual testing, sales) but when the Black and Hispanic numbers get updated I always wonder how that plays into marketing firms view of the markets and thereby the big top companies.

 

[michael hagerty]

I never looked at how Arbitron or Nielsen dealt with its market list as I usually have bee involved with a market that is not outside the top 100, where I don't recall any market ever being cancelled unless it was a case like "Fort Lauderdale" being eliminated in 1981 when it was consolidated with Miami.

So, essentially the Nielsen list is not a complete market list but, instead, a listing of Nielsen rated markets.

Exactly.

 

[davideduardo]

Side question...when these get updated, does it factor into format or programming decisions in some markets? I know theres other factors obviously (individual testing, sales) but when the Black and Hispanic numbers get updated I always wonder how that plays into marketing firms view of the markets and thereby the big top companies.

Every year Nielsen updates the Hispanic and Black percentages for each market, and, occasionally, creates new HDHAs and HDBAs in markets where there are either geographic population shifts or increases in ethnic populations that warrant a new one of either.

Markets are not defined by radio formats. They are defined by listening in each county surrounding the core county or counties. To be part of a Metro Survey Area, a county's listening has to be above a minimal percentage to the core market stations. But it does not matter what formats individual stations have.

Market definitions use updated population data from private sources that combine the Census Bureau's annual survey updates as well as other data that is combined to project population. All Nielsen markets are based on counties, or, in a few cases, portions of counties. Markets are not based on cities and towns.

See https://www.worldradiohistory.com/A...t-Maps/Nielsen-Radio-Market-Map-Fall-2022.pdf for the 2023 market map, issued last fall. The latest Red and Blue Books (Fall and Spring) are also there... those are the semi-annual details on market rank, population, ethnicity, survey frequency and methodology.

 

[radiorobert]

Thanks. I knew markets weren't defined by format. My question was more along the lines of when an increase in ethnic composition occurs, does it factor into stations to re-evaluate? Or, do the individual broadcast companies largely ignore it and just do their own thing regardless.

 

[davideduardo]

Thanks. I knew markets weren't defined by format. My question was more along the lines of when an increase in ethnic composition occurs, does it factor into stations to re-evaluate? Or, do the individual broadcast companies largely ignore it and just do their own thing regardless.

Changes in ethnic percentages are gradual. We don't see major changes because we've never seen a market suddenly increase its Black or Hispanic population by huge percentages.

The ongoing massive flood of undocumented immigrants obviously may change this in some markets. Many rated markets in CA, AZ, NV, NM and Texas may see increases of over 10% in Hispanic populations from the 2020 benchmark, but the problem here is that any figures contemplating these new immigrants are more like guesses than actual real numbers.

 

[michael hagerty]

The ongoing massive flood of undocumented immigrants obviously may change this in some markets. Many rated markets in CA, AZ, NV, NM and Texas may see increases of over 10% in Hispanic populations from the 2020 benchmark, but the problem here is that any figures contemplating these new immigrants are more like guesses than actual real numbers.

To be clear, though, the flood includes extremely high arrest rates.

Essential pullquote from the following link:

"Arrests for the government’s budget year that ended Sept. 30 (2023) topped 2 million for the second year in a row, down 7% from an all-time high of more than 2.2 million arrests in the same period a year earlier."

Venezuelans become largest nationality for illegal border crossings as September numbers surge

Venezuelans became the largest nationality arrested for illegally crossing the U.S. border last month, replacing Mexicans for the first time on record.

apnews.com