NEW YORK, June 11, 2019 /PRNewswire/ -- Nielsen (NYSE:
NLSN) announced today that iHeartMedia, Inc., the number one audio
company in the U.S., will advance radio attribution by supporting
Nielsen Media Impact (NMI) and Continuous Diary Measurement (CDM)
in Nielsen Audio's four book markets.
With this agreement, Nielsen moves forward with its decision to
implement Continuous Diary Measurement as planned in radio markets
currently measured four times a year. In addition,
iHeartMedia's support boosts the momentum of Nielsen's national
cross-media planning tool, Nielsen Media Impact.
"Nielsen Audio is thrilled to be collaborating with iHeartMedia
on these important, forward-looking industry level initiatives,"
said Brad Kelly, Managing Director,
Nielsen Audio. "Billion dollar
advertisers are telling us with absolute clarity that fresh data
and cross-platform media analytics are of paramount importance.
These are critical inputs which fuel the marketing mix models --
the same models that guide vast marketing and ad spend
budgets."
"The advertising ecosystem is evolving quickly," continued
Kelly. "Nielsen Audio and the radio industry must keep pace.
The advancement of Continuous Diary Measurement in combination with
Nielsen Media Impact will allow both buyers and sellers of radio to
better evaluate, react, and adapt to marketplace changes. We are
confident these tools will help level the playing field and bring
radio's attribution metrics on par with other media."
"Marketing Mix Models need fresh data to get a full
understanding of how radio drives sales results and Continuous
Diary Measurement enables better attribution with more current data
in the larger diary markets," said Greg
Ashlock, President, iHeartMedia Markets Group. "We also look
forward to using Nielsen Media Impact to show clients how
iHeartMedia substantially improves advertising results in optimized
cross media campaigns."
Continuous Diary Measurement will start with the July 2019 survey in the 46 Nielsen Audio markets
that are currently measured four times a year. The survey period
covers April 25 to July 17 and the
reports will be delivered between August
14th and August 23rd. Effective with the launch of CDM, 94
metros will have monthly reporting (48 PPM markets and 46 CDM
markets) representing ~80% of radio's ad spend and population in
Nielsen Audio markets. Nielsen will pause its plans to introduce
CDM in two book markets while it continues to work with clients to
determine the best path forward to evolve radio measurement and
establish attribution metrics in the small and mid-size
markets.
Nielsen Media Impact is a cross-platform media planning and
optimization solution that helps clients understand total campaign
reach, frequency and duplication using advanced audience segments.
NMI will enable iHeartMedia to demonstrate the value that its broad
audience brings to an advertiser's media plan and illustrate their
substantial incremental reach.
About Nielsen
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and
data analytics company that provides the most complete and trusted
view available of consumers and markets worldwide. Our approach
marries proprietary Nielsen data with other data sources to help
clients around the world understand what's happening now, what's
happening next, and how to best act on this knowledge. For more
than 90 years Nielsen has provided data and analytics based on
scientific rigor and innovation, continually developing new ways to
answer the most important questions facing the media, advertising,
retail and fast-moving consumer goods industries. An S&P 500
company, Nielsen has operations in over 100 countries, covering
more than 90% of the world's population. For more information,
visit www.nielsen.com.
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SOURCE Nielsen