Morning drive may be the marquee daypart for most radio stations, but there is growing evidence that the secret to success in a Portable People Meter (PPM) world is afternoons, according to a report by Inside Radio (LINK).
An Arbitron hour-by-hour analysis of 45 electronically measured markets shows 4 pm is the biggest cume hour for both the 25-54 and 18-34-year-old demographics.
A recent review of March-April-May 2012 data confirmed afternoons are now the biggest draw for radio. The daypart encompasses the top three hours for each demo. Among 25-54s, morning drive hours are more of a factor than for stations targeting young adults. The morning drive hour with the largest 18-34 audience is 7am, which ranks as the demo’s seventh most-listened-to-hour.
The Arbitron data dovetails with results from a pair of surveys released — one by Alan Burns and Associates and the other by the Interactive Advertising Bureau — showing more consumers are waking up to smartphones than clock radios.