As businesses and government organizations transition back to traditional office settings, the dynamics of daily routines are shifting, presenting a unique opportunity for the radio industry. Major companies like Amazon, AT&T, and JPMorgan Chase, along with numerous federal and state agencies, have mandated or strongly encouraged employees to return to in-office work. This shift is driven by the desire to boost collaboration, innovation, and productivity—factors often cited as challenging to maintain in fully remote environments.
The Impact of Returning Workers on Radio Listenership
The daily commute has historically been a prime time for radio consumption. As employees return to their workplaces, the time spent traveling offers a captive audience for radio broadcasters. This resurgence in commuting can revitalize morning and evening drive-time slots, traditionally peak periods for radio listenership. According to the What Workers Want study, 68% of employees reported spending more time in their cars since returning to the office, and 54% indicated they listen to the radio during their commute.
Understanding the 3-Minute Quarter-Hour Credit
In January 2025, Nielsen implemented a significant change in its Portable People Meter (PPM) methodology, reducing the listening qualifier from five minutes to three minutes within a quarter-hour. This adjustment acknowledges modern listening habits, where shorter listening sessions are common. Nielsen’s analysis revealed that nearly 45% of all PPM-measured listening occasions were shorter than five minutes, indicating that the previous standard excluded a substantial portion of actual listening.
By adopting the 3-minute qualifier, radio stations can now receive credit for these shorter listening sessions, leading to more accurate audience measurements. Initial findings from May 2024 data indicated an overall Average Quarter-Hour (AQH) audience increase of approximately 24%, with younger demographics experiencing even higher gains.
Capitalizing on the Convergence of Trends
The convergence of employees returning to the office and the revised 3-minute listening qualifier presents timely opportunities for radio broadcasters:
Enhanced Audience Measurement: With more comprehensive crediting of shorter listening sessions, stations can demonstrate increased audience numbers, making radio a more attractive medium for advertisers.
Optimized Content and Advertising Strategies: Understanding that shorter listening sessions are now credited, stations can experiment with content placement and commercial breaks to maximize audience retention and engagement.
Targeted Marketing: The return of commuters offers a renewed opportunity to target messages during peak travel times, reaching listeners who are more receptive during their commutes.
Additionally, Point-To-Point Marketing’s SocialBounce and Blitz+ platforms are perfectly positioned to reach the most important listeners in the workplace. These tools enable broadcasters to engage directly with office-based audiences, amplifying the impact of radio campaigns and ensuring that messages resonate during both commutes and in-office listening.
The return-to-office environments, prompted by both private companies and government mandates, combined with Nielsen’s updated 3-minute quarter-hour crediting rule, offers a significant opportunity for the radio industry to enhance its reach and effectiveness. By understanding and leveraging these changes, radio broadcasters can position themselves for renewed growth in this evolving landscape.
Do you have a plan? If not, we’re happy to discuss at no charge to you. Let’s not miss this opportunity.
Contact info: Tim Bronsil: tim@ptpmarketing.com, 513.702.5072