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By Mike Kinosian
LOS ANGELES — Several particularly significant occurrences make Nielsen Audio’s December 2016 PPM ratings period (November 3 – November 30) perhaps the most unique one in calendar year 2016.
It is noteworthy for news and/or talk stations, in that, the period began five days before the highly spirited (to say the least) presidential election; for sports stations, it not only transitions from the MLB post-season, it includes a good chunk of the NFL’s regular season.
Meanwhile in the music-radio realm, the December 2016 sweep reflects a mainly mid-November start by some stations (the overwhelming majority of which are adult contemporary) of a flip to all-Christmas music, which continues to remain a highly successful programming strategy.
So – what happened?
Clearly, the big ratings winners in December 2016 were stations engineering the aforementioned temporary format adjustment to seasonal all-holiday tunes.
The following indicates the margin of those increases and which formats – if indeed applicable – were most impacted.
Nielsen Audio releases audience estimates for stations that subscribe to its services. Owing to that reason, ratings stats in this exclusive Talkers analysis are limited to outlets that pay Nielsen Audio for its data.
We begin with the 64 stations that gain at least eight-tenths of a share (6+) between November 2016 and December 2016.
Depicted are those facilities by format; 6+ increase; November 2016 6+-share; December 2016 6+-share; November 2016 market rank; and December 2016 6+ market rank.
For example, iHeartMedia Jacksonville’s country-formatted WQIK increases its November 2016 6+-share of 6.8 by +4.5 to 11.3, lifting it from fifth (November 2016, 6+) to first (December 2016, 6+).