For the first reports of Nielsen’s January 2025 PPM survey, the first to reflect the shift from a five- to a three-minute qualifier needed for quarter-hour credit, has the change been impactful at the highest level, and in which direction are station shares going?
Inside Radio’s analysis of the top five stations based on adults 25-54 share in each of Nielsen’s top 10 markets shows that overall, the numbers are up compared to how those stations performed during the November 2024 survey, before stations’ annual switch to the all-Christmas-music format in these markets. Taking all 51 stations (including two tied for fifth in one of these markets) into account, 25-54 shares are seeing a 7.6% lift.
The growth story varies from one market to the next. Chicago’s top five grew the most, up 18%, driven by Hubbard Radio hot AC “101.9 The Mix” WTMX, up 33.3% from November, and Audacy adult alternative WXRT, up 28.6%. Dallas sees the second-largest gain at 16.2%, most of that from Cumulus Media sports “The Ticket” KTCK-AM/FM, up 33.8%. Washington, D.C. finished third (+15%), followed by San Francisco (+12.1%) and Houston (+11.9%).
On the other end, the markets with the lowest 25-54 share gains from November to January are New York — off 8.3%, with iHeartMedia’s adult contemporary WLTW and CHR “Z100” WHTZ down 17.6% and 16%, respectively — and Atlanta at -3.2%, with Cox Media Group news/talk WSB-AM/WSBB-FM down 27.7%. As for the rest, Philadelphia is up 6.8%, Boston is up 5.9%, and Los Angeles is up 5.6%.
The five stations among these 51 with the biggest 25-54 share gains are: Audacy classic hip-hop “102.1 Jams” KRBQ San Francisco (+92.3%); Urban One rhythmic CHR “97.9 The Box” KBXX Houston (+42.9%); iHeart modern/alternative rock “DC101” WWDC-FM (+41.7%) and news/talk pubcaster WAMU (39.4%), both in Washington, D.C.; and Audacy sports WIP-FM Philadelphia (+37%).
All told, 22 stations, or 43%, saw double-digit share growth from November, with 11 of those up 30% or higher.
A breakdown by station format across all 10 markets shows the two formats most represented — AC and CHR, with seven stations each — up 5.4% and 1.3%, respectively. Key to AC’s growth are iHeart’s KOST Los Angeles (+32.6%) and “Sunny 99.1” KODA Houston (+32.3%), and for CHR, iHeart’s “103.5 Kiss FM” WKSC Chicago (+27.8%), and Cumulus’ KRBE Houston (+18.2%).
All-news or news/talk, with five top-five stations in these markets, is up 11.9% from November, powered by D.C.’s WAMU and Hubbard’s WTOP (+36.2%), and pubcaster WBUR Boston (+34.8%). The four traditional hot AC stations (excluding iHeart’s WKTU New York) are up 3.9%, driven by Hubbard’s “101.9 The Mix” WTMX (+33.3%). The four Spanish-language music stations — including two Spanish regional Mexican, and one Spanish Tropical and Spanish AC each — are collectively up 5.1%, while the four urban ACs are down 2.3%.
As for other formats with more than one station, sports, modern/alternative rock and classic hits — each represented by three outlets — are up 22.2%, 8.9% and 7.1%, respectively. Country and urban contemporary, each with two stations, is up 15.4% and 7.1%.