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RRC News: Impeachment Inquiry Hearings Help News Stations For December

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RRC News: Impeachment Inquiry Hearings Help News Stations For December

(1.7.20)

The December 2019 survey (November 7th thru December 4th) was chock full of special coverage from Washington D.C., centered around the recent Impeachment process. Many public radio news stations carried the live special coverage, which was available on six of the twenty weekdays in the survey.

In summary for 50 full-time non-commercial news stations across 44 PPM metros, the six days containing special coverage saw more total AQH listening than any of the fourteen days absent of special coverage.

November 28th and 29th (Thanksgiving and Black Friday) showed a natural 'holiday' drop-off in listening for the format, yet listening returned to normal levels as soon as listeners were back to work the following week.

Not only did the six days WITH special coverage outperform the fourteen days WITHOUT special coverage on a day-by-day basis, listening was higher for this set of stations on an hour-by-hour basis, as well.

Breaking news and special programming are often what define a radio station's brand. Managing these temporary disruptions with sponsors by sharing the impact that the event(s) have on your station's audience allows traffic departments to reschedule announcements and underwriters to close and up-sell prospects in their pipelines!

Click HERE to see the graphs in a PDF format.

As always, please contact the RRC if you have any questions about your station’s audience estimates.

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