With the January 2025 PPM survey, Nielsen has implemented its new 3-minute qualifier.
In November, Barrett Media obtained a letter from Nielsen to subscribers that read in part, “Moving from a 5-minute to a 3-minute qualifier addresses industry feedback and aligns with today’s listening habits. By shortening the minimum amount of time required to be counted in the audience, Nielsen will capture more occasions and impressions than previously reported.”
I contacted programmers and consultants to see what changes, if any, they are implementing with the change.
The consensus is pretty much wait-and-see.
Audacy Vice President/Country Format Captain and WYCD Detroit Program Director Tim Roberts said, “We really don’t have any reliable data to gauge it yet; I think it’s a wait-and-see-what-develops attitude.”
Brian Figula, Director of Programming Operations, Bonneville Bay Area, says, “Advice? Stay the course. Continue to build great content. Create “tune-ins” and not “tune-outs. At 5 minutes, it was a game of PPM inches, and at 3 minutes, it remains a game of PPM inches. Manage the listeners’ expectations = play hits and build brand excitement.”
Kenny Jay Consulting Partner Albright & O’Malley & Brenner,
Research your music!
-The recurrents have to be right. Don’t leave a music meeting without taking a meaningful look at recurrent rotations.
-It’s a great time to do a basic “How ratings work” lunch and learn meeting.
-Great teases and storytelling matter now more than ever. Talent: Take it to another level.
Mat Mitchell Program Director KS95 KSTP-FM St. Paul/Minneapolis. “I’m anticipating that some stations will not change anything and see how they perform under their current clocks to track performance before and after the new qualifier. I can also see some stations with heavy commercial loads looking for new and creative ways to divide the hour.”
MoJoe Roberts Program Director of Country 95.5 The Bull, Las Vegas. “My advice on the three-minute qualifier is to not be quick to react. Observe how this new change affects, if at all, your current strategy and then make calculated adjustments.”
Country’s Radio Coach John Shomby said, “I’m going to assume that most programmers are smart and will wait until this new qualifier has been in the mix for at least 6 months, maybe even a year, before even considering any action. Unlike the start of PPM years ago, this is a change but not, in my opinion, one that would make you adjust your entire programming clock.”
Community Connections:
Q-104 WQAL Cleveland provided 38,566 meals for Northeast Ohio families with its annual Request-a-Thon
Sunny 106, DuBois, PA, raised $114,500 with its 31st Annual Light Up a Child’s Life campaign. The dollars raised benefit the Make-A-Wish Foundation.
Industry Happenings:
The 2025 NAB Crystal Radio Awards will be presented on March 4 at the NAB State Leadership Conference in Washington, DC.
Submissions for the 60th annual ACM Awards can be submitted through January 17. Visit the ACM here for information and key dates.
The Radio Mercury Awards is accepting entries for 2025. Nominations may be submitted here until April 1. Nominees will be announced in May.
Add ons:
Rowdy Yates and “Ridin With Rowdy” reached the 60 affiliate mark with the addition of “Wow That’s Country 99.3 & 101.1” WOWZ-WICO Accomac, VA.
Bit Of The Week:
Hit me with your best. The Pulse wants to include your show with the “Bit Of The Week.” If you want to be featured, please send me an mp3 of your best, most recent bit to jeff@barrettmedia.com.
Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.
Jeff Lynn serves as Editor of Barrett Media’s Music Radio coverage. Prior to joining Barrett Media, Jeff spent time programming in Milwaukee, Omaha, Cleveland, Des Moines, and Madison for multiple radio groups, including iHeartMedia, Townsquare Media, NRG Media, and Entercom (now Audacy). He also worked as a Country Format Editor for All Access until the outlet shut down in August 2023.
To get in touch with Jeff by email, reach him at Jeff@BarrettMedia.com.
