PPM numbers highest in the Mid-Days

Morning drive isn’t a daily routine. Morning show personalities may be about to get a rude awakening: Tuning in every morning isn’t the norm for most people. The average P1 listener to a top-rated morning program listens to that show about two days a week. That’s according to a new Arbitron analysis of the daypart being released today at the Morning Show Boot Camp in Miami. Afternoon drive muscles past middays. One of the big bombshells when Arbitron launched PPM was the finding that middays had replaced mornings as the most-listened-to daypart in a majority of markets. That was the case in eight of the ten markets that had PPM currency or pre-currency data in July 2008. Four years later a new daypart is king: afternoon drive.