In a webinar hosted by The RAB, Nielsen reported that its updated three-minute listening qualifier is driving measurable ratings growth across radio one year after launch, with particularly strong gains in afternoon drive. A full-year review shared during an RAB webinar shows higher average audiences, expanded daily cume, increased ad impressions, and double-digit lifts across formats, dayparts, and key demographics. Total listening rose 14% year over year, while daily time spent increased 12%, reflecting more accurate capture of real-world listening behavior. PM drive posted the largest increases in average quarter-hour and time spent listening, aligning with known in-car and away-from-home usage patterns and reinforcing the value of the daypart for advertisers. The modernization improves audience stability, expands advertiser choice, and enhances measurement of short-duration listening—especially among younger demos—delivering stronger outcomes for radio in every market.

Our friends at Inside Radio summed it all up nicely in the following: https://www.insideradio.com/free/nielsen-three-minute-qualifier-has-modernized-how-we-credit-radio-listening/article_3444c094-4dbb-4e3d-97c2-2df78ba93597.html