The latest Nielsen Radio Ratings for Spring 2025 have been released, and the results show a substantial surge in AM/FM radio listening, largely attributed to a key change in measurement methodology.
According to Nielsen, overall listening is up significantly across all major demographics and dayparts, with the most dramatic increases seen on nights and weekends.
Among adults 25-54, average quarter-hour (AQH) audiences in Portable People Meter (PPM) markets jumped 19% compared to Fall 2024. The surge is consistent across all demos, with AQH audience growth ranging from 17% to 19%. Total U.S. AM/FM radio listening, as projected by Nielsen and diagramed by Cumulus Media’s Pierre Bouvard, rose by 7%.
The audience boost follows a critical change in how Nielsen credits radio listening. Beginning in January 2025, the company adjusted its PPM methodology to credit listening sessions of at least three minutes—down from the previous five-minute requirement.
Nielsen revealed that 23% of listening occasions fell within that three-to-four-minute window and would have previously gone unmeasured.
Westwood One’s VP of Research, Scott Anekstein, analyzed the Spring 2025 PPM data across 48 markets, finding that the update led to notable improvements in all key metrics.
Importantly, despite increased listening levels, format shares remained remarkably stable—a sign that growth is broad-based and not limited to specific content genres.
The implications are significant. First, AM/FM radio’s lead over linear TV in key demos is likely to widen, particularly in the 18-49 and 25-54 segments.
Second, advertisers can expect stronger campaign delivery, with 2025 post-buy analyses projected to outperform 2024 media plans. Third, as reach improves, so too does AM/FM’s standing in media mix modeling.
Perhaps most impactful for marketers: shorter ad breaks are proving more effective. Nielsen’s analysis of nearly 18 million commercial breaks found that two-minute ad pods retain 99% of their lead-in audience, compared to 85% for six-minute breaks.
With the new three-minute qualifier, stations can implement shorter, more frequent breaks—boosting both audience retention and ad effectiveness.
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