Nielsen 3-Minute Rule Impact: Mornings, PM Drive, Weekends Are All Up.

With both PPM and nationwide listening data reflecting the change from a five- to a three-minute qualifier now available, Nielsen has seen clear trends benefiting radio advertising and programming, as reported in a recent Radio Advertising Bureau webinar.

A key factor in this growth, Nielsen Audio Managing Director Rich Tunkel says, is “more daily panelists making up the audience on a given day, [which] helps to improve stability [and] expand advertiser choice. There are more stations in any of the dayparts [with] measurable ratings, so that’s more opportunity for broadcasters to get more of their stations into [ad] schedules, and to show the value for those stations.”

Comparing PPM delivery during the first half of 2025 to the last six months of 2024, the overall lift from the qualifier change is 17%, with slight variations depending on age, gender or ethnic group. “It’s the rising tide lifting all boats,” Nielsen Audio VP, Audience Insights Jon Miller says, noting growth in every daypart as well. “Mornings and PM drive [are] both up significantly, more than 20% in some cases, [as are] weekends, historically an undervalued or giveaway daypart [in 25-54]. That’s an opportunity for radio sellers to squeeze more value out of the weekend daypart.”

What’s causing listening by format to show the same story, also with growth across the board? “People are exposed to or being credited for about [a] 10% higher number of stations per week,” Miller says. “This listening was there all along, what has changed is the methodology and the capture system. We’re just able to see it better with this adjustment.”

The change has also impacted listening data from younger panelists. “The number of daily panelists with radio exposure has gone up about 10%, so we’re getting more occasions, more exposure, in particular in the younger group,” Miller says. “One of the big reasons why we implemented through internet qualifier was to keep up with modern listening habits, the way that in particular younger consumers use all things, audio, video, social media: it’s in short bursts. The three-minute qualifier has adjusted to that reality, and as a result, we've got more instances.”

As to the three-minute qualifier’s impact on ad schedules, impressions are up 18% whether heavy, medium or light. “Point is, Tunkel says, you need to be taking credit for this, because if you’re planning 100 points, you’re going to achieve that 100-point level faster today than you would have last year, with fewer commercials. You’re delivering better frequency now, so what you really need to be thinking about is making sure that you’re claiming value for that increase.”

As a result, Tunkel says, advertisers should know that “radio is reporting higher audiences. They were always there; we’re just picking them up more. It’s not too late to make sure that you’re being smart about that and thinking about that as you’re putting together your ad schedules and negotiating.”

Overall, Tunkel says, “There’s good news and there’s positivity that should be shared as an industry, because we all benefit from this. And then the national currency is now seeing this impact with the nationwide spring delivery that is less than a month old out there in the marketplace and is starting to be transacted on for future buys.”

Miller adds, “We’re seeing what our panel looks like, and we’re excited by what we see.”