Do you think the cumes for radio stations in NYC will look more normal in the next book
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Cumes
- Thread starter CassChopper96
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The individual station cume drop during the last half of March and all of the April survey period reflects the decrease of in-car listening. Many listeners don't use radio elsewhere.
There is also a reduction in at-work listening with so many unemployed or working at home. This will change patterns, too... likely permanently.
As traffic in the major metros is still much less than pre-virus weeks, I expect some recovery but we will still have cume considerably lower than February.
PPM subscribers start getting the May book on Monday. Looking at the first three weeks in NYC, it seems like market PUR (that's Persons Using Radio) is still about 20% off from the Jan-Feb average.
An extreme impact can be seen with WLTW, where the 25-54 cume was around 2 million and it looks like the will end up with about 1.2 million in May. Some stations are impacted less, but none is up over the pre-virus levels.
Remember, Diary markets cover 90 days, so the next release will cover March-April-May.
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Do you think WLTW will rebound eventually
"Normal" will not return, ever. There will be a new normalcy, and I believe that at work listening will change dramatically, and fewer will commute. That could reduce permanent radio listening by anywhere from 105 to 15% in my opinion.
Remember, "share" only reflects radio listeners and does not show an overall decline in listening in the market.
so radio is screwed? Do you think that the shows that tape in NYC will ever return back to the studio that's a little of topic
i don't think online listening is counted in the ratings
It is. It shows up as STR. There are four streams listed in the NY chart.
WSKQ-FM-STR
I wonder if WLTW WHTZ and WKTU will ever increase in cume at all
They are already rising about the low point. It will take a while, but advertisers are not using these books to buy.
You are worrying about it a lot more than stations are; at the station level the concern is revenue, not ratings.
A lot of companies in all fields are looking to move out of NYC or, at least, to minimize the presence in Manhattan.
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