Christmas brings AC radio a huge cume infusion – the tricky part is trying to retain some of that ratings rocket boost, while luring back listeners that found a new favorite station when the Yule music was playing 24/7. Based on a new analysis of first quarter listening data, AC programmers have cracked the ratings code, delivering the format’s best numbers in seven years.
The usual scenario sees AC fall back to earth after the Holiday book ends and the influx of new listeners tails off. “This year has been different, however, with AC surging to one of its best starts to the year (post-holiday) that we have seen in PPM measurement, particularly with Millennial audiences,” Nielsen says in a new analysis released Wednesday. In fact, in the PPM markets, AC posted its highest first quarter share of 18-34 year-olds in any year since Nielsen began tracking national format trends in 2011.
AC cracked an 8.0 share among Millennials for the first time,