NPR NEWS STATIONS ARE RETAINING MORE LISTENERS THAN COMMERCIAL RADIO STATIONS

Ken Mills, publisher of Spark News, compared Nielsen Audio PPM data from July 2019 and July 2021 for News and Talk stations in the five largest radio markets. The study revealed that NPR News/Talk stations have retained more estimated weekly listeners than commercial News and Talk Stations in the same markets.

Public radio stations lost 6.6% of their weekly listeners compared to a loss of 19.9% for commercial stations.

Eight of the ten noncommercial stations are full-time NPR News/Talk stations. Two Pacifica stations were also observed.

Four of the ten public radio stations gained weekly listeners in the comparison. WNYC-AM had the largest percentage gain. KERA had the biggest loss of weekly listeners.

Please keep in mind that this study captures two moments in time, and they are not trends.

The methodology and other notes can be found at the end of this report.

The study included 19 commercial stations.

Nine full-tine commercial Talk stations had the largest loss of weekly listeners (22%) in the comparison.

Five full-time commercial News stations had the smallest decline of estimated weekly listeners (17%). Look for individual station performance in the market charts below.

The comparative study found that News and Talk stations In all five markets had fewer estimated weekly listeners in July 2021 than in July 2019.

News and Talk stations, collectively, in Los Angeles (-12.5) and Chicago (- 12%) had the smallest loss of weekly listeners in the comparison.

News and Talk stations, collectively, in New York (- 19%) and Dallas-Fort Worth (- 20%) had the smallest loss of weekly listeners.

• WNYC-FM is now the top radio news station in New York City, according to Nielsen Audio’s July 2021 PPM ratings. WNYC-FM is number one in AQH share, but the station is third in estimated weekly listeners.

• Right-wing talk station WABC-AM also had a big gain in AQH share, but the station had 23% fewer weekly listeners in July 2021 compared with July 2019.

Red Apple Media bought the legendary 770 AM in late 2019. Since then, it has become the home of Rudy Gulliani’s weekday talk show. WABC is now considered one of the nation’s most strident political voices.

• WKXW-FM New Jersey 101.5 had almost 50% fewer weekly listeners in July 2021 than they had in July 2019, a loss of over 350,000/listeners.

• Pacifica’s WBAI continues to lose AQH share and weekly listeners. Will the last listener please turn off the light when they leave the building? Thank you.

• KABC-AM had the biggest change in estimated weekly listeners between July 2019 and July 2021 for one reason: Larry Elder.

Elder has been on LA radio stations for several decades. His campaign to recall Governor Gavin Newsom and become Governor himself.

• Between July 2019 and July 2021, NPR News/Talk station KPCC has increased both its AQH share and weekly listeners.

• Meanwhile, KCRW continues to offer a dual format with music in on weekday mornings, combined with NPR News and locally originated talk and interview shows. They gained AQH share but lost 17% of their weekly listeners in July 2021 compared to July 2019.

• All News KNX-AM’s loss of estimated weekly listeners in July 2021 was perhaps due to reinstated restrictions because of fewer vehicles on the roads traffic caused by the spread of the Delta variant.

• • NPR News/Talk WBEZ is one of the most stable public radio stations in America. In our comparison study, WBEZ’s AQH share was up from 2.7 in July 2019 to 3.4 in July 2021. WBEZ’s estimated weekly listeners was steady.
• • The big winner in our comparison of News and Talk stations was all-news WBBM-AM. Their AQH share went up almost two full rating points. WBBM’s weekly listeners in July 2021 were 14% above July 2019.
• • WGN-AM and WLS-AM had jaw-breaking losses of estimated weekly listeners in July 2021. WGN’s weekly listeners in July 2021 were down 53% compared to July 2019.
• • WLS-AM took a “Rush Dump” when Limbaugh passed away. WLS had almost 150,000 fewer listeners in July 2021 than July 2019.

• • NPR News Talk KQED has been locked in s battle for news listeners with Audacy’s KCBS-AM for two decades. In July 2021, KQED moved up a full rating point, while KCBS lost 21% of its estimated weekly listeners compared to July 2019.
• OPINION: Something is wrong at KALW. Their AQH share fell by more than half in our comparison and weekly listeners were 29% lower in July 2021.
• How bad are things for KALW? Estimated weekly listeners indicate s station’s circulation. They are also a measure of relevance. So, does KALW want to be less relevant than Pacifica? I hope not.

• This is why we are calling KALW the “Weakest Link” in public radio.

• KERA lost both AQH share and estimated weekly listener in July 2021 compared to July 2019.
• • WBAP appears to have dealth with the loss of Rush Limbaugh, though weekly listeners were 21% lower in July 2021 compared to July 2019.

METHODOLOGY & NOTES:

Nielsen Audio provided the data used in this comparative study. It only measures listening and listeners to broadcast radio stations and their audio streams. The Nielsen Audio data does not reflect digital and mobile listening. There were many variables, both known and unknown, that may study. “Estimated weekly listeners” is the same as “cumulative persons,” commonly called “cume.”

Questions about this comparative study should be directed to Ken Mulls, publisher of Spark News st 612–819–8456 or publicradio at hotmail.com.