The Power of the Three-Minute Quarter-Hour in PPM Markets: Radio’s Bold New Era Begins—And the Workplace Is the Frontier

A quiet revolution is reshaping how we measure radio—and the effects are anything but subtle.

Nielsen’s move to credit stations for three minutes of listening per quarter-hour, down from five, marks a significant evolution in how radio is evaluated in Portable People Meter (PPM) markets. What might seem like a subtle adjustment is, in reality, a game-changing recalibration of the playing field. For programmers, marketers, and advertisers alike, it opens the door to more accurate measurement, more recognized engagement, and most importantly, more revenue.

At Point-To-Point Marketing, we’re not just observers of this change—we’re in the trenches. We are actively executing campaigns in all ten of the top ten markets, 13 of the top 15, and 18 of the top 25. Our clients are the broadcasters leading the way in ratings and revenue—and for them, this change has the potential to be transformative.

So, two months into this new methodology, what does the data tell us?

We analyzed the top 10 stations across the top 10 markets for January and February 2025, comparing them to the same months in 2024. Our focus: Persons 25-54, Prime daypart—the battleground for ad dollars. These are the revenue-generating giants in their respective markets.

The result? AQH is up 8.3%.

Some markets saw double-digit increases. Others held steady. Either way, we’re talking about an upward trajectory in an industry that, for years, has battled the narrative of decline.

“But what about the 25% increase Nielsen projected?” you might ask.

Let’s reframe that.

If you had told us a year ago that radio listening could be up year-over-year across the most competitive stations in America’s biggest markets—we’d have celebrated. And that’s exactly where we are. A nearly 10% bump in AQH in just two months? That’s not just healthy—it’s encouraging. Especially considering the additional nuances that affected those books.

From our lens, this isn’t just about ratings. As Jacobs Media so astutely noted, this is a cultural and strategic shift for the industry. In a recent blog post, they called it “the most important opportunity radio has had in a decade.” We agree.

Here’s what we’ve seen on the ground:

• News formats surged in markets like D.C. in January and February—driven by a hot political news cycle.

• NFL playoffs boosted listenership in key cities like Philadelphia.

• CHR (Contemporary Hit Radio) stations are benefiting significantly among 18-49 and 18-54 demos. Even second-tier CHRs are seeing lifts in Weekly Cume and stronger meter placement, raising their competitive value.

• Country and Alternative formats are showing encouraging growth trends, as well.

This isn’t just about metrics—it’s about momentum.

And we’d be remiss not to acknowledge the speed and foresight of Rich Tunkel, John Snyder, and the entire team at Nielsen. They saw the need to modernize radio’s measurement standard and moved quickly to make it happen. These are the kinds of changes that ensure radio continues to compete—and win—in the broader ad-supported audio ecosystem.

But if the three-minute rule is a bold first step, what’s the next?

Let’s talk about the workplace.

In our 2024 joint study with Strategic Solutions Research, What Workers Want, we uncovered a powerful insight: workplace listening is alive and well—and it’s changing. Yes, AM/FM radios still play in offices, retail spaces, and job sites. But more and more, radio is reaching listeners through streaming, apps, and wireless headsets.

And here’s the kicker—PPM doesn’t currently capture wireless headphone listening.

That’s a blind spot. A big one.

Our data shows that a substantial—and growing—portion of workday listening happens via Bluetooth headphones. Whether it’s someone listening through their phone on an app like iHeart or Audacy, or tuning in via a browser while working remotely, this is meaningful engagement. And right now, it’s invisible in the current ratings system.

What if we could solve that?

A renewed focus on weighting methodologies, third-party streaming data, or device-level integrations could finally help the industry capture this elusive listening. Imagine a world where all radio listening—whether over-the-air, digital, or via headphones—is measured and counted. That’s the real endgame. That’s where advertisers gain a full picture of the reach and effectiveness of their radio investments.

And make no mistake: they want that picture. In an increasingly fragmented media landscape, radio remains one of the last truly scalable, trusted, and local ad-supported platforms.

So, what should we take away from all of this?

• Increased listening in the Top 10 markets for Top 10 stations is a win.

• Formats across the board are benefiting from the new methodology.

• Radio’s role in the workday is more important than ever—and it’s time we market to it.

• Capturing wireless headset listening should be the industry’s next big mission.

At Point-To-Point Marketing, we believe this isn’t just an opportunity—it’s a mandate.

Let’s ride this momentum. Let’s lean into the data. Let’s make sure every listener, every stream, every headphone moment is counted. And let’s remind advertisers why radio still delivers—day in and day out, in offices, warehouses, kitchens, and everywhere work gets done.

The three-minute rule may have changed the rules of engagement, but it’s up to us to win the game.

Contact info: Tim Bronsil: tim@ptpmarketing.com, 513.702.5072