June 2020 PPM 6+ Mon-Sun, 6a-12mid Ratings

[davideduardo]

Listenership has almost completely returned to pre-COVID levels, while the wolf is still down over 150K.

Cume is up considerably to near 90% of pre-pandemic levels, but AQH persons is off +/- 30% in all the PPM markets. People are listening less time.

For example, the AQH 25-54 persons in San Francisco pre-virus was 170,000. In June: 110,000.

Dallas was 220,000 pre-virus and now is 170,000.

Other markets are within that range; I looked at six more and the range is all the same.

 

[TheBigA]

Cume is up considerably to near 90% of pre-pandemic levels, but AQH persons is off +/- 30% in all the PPM markets. People are listening less time.

Which is understandable...people are captive in cars, and not captive at home.

But we're discussing comparative audience numbers between KNUC and KKWF, and why KNUC experienced such a jump when compared to KKWF.

 

[davideduardo]

Which is understandable...people are captive in cars, and not captive at home.

But we're discussing comparative audience numbers between KNUC and KKWF, and why KNUC experienced such a jump when compared to KKWF.

I would not put any credence in the month to month PPM books. The sample is nowhere nearly as pure, with it not being a "perfect panel" but a highly weighted one in some demos and geographic areas.

In theory, the PPM is not a random probability sample. It is a constructed miniature panel of the universe being studied. But when it is hard to recruit, there will be cells that are weighted up or down in extremes. In the diary, that works as there was a much larger sample. But the PPM has a much smaller sample, and has to be a perfect mirror to work.

 

[TheBigA]

I would not put any credence in the month to month PPM books.

By the same token, Nielsen and Edison Research have been using these numbers to track behavior during the pandemic, and that's all I'm doing.