CBS Radio, Ahead Of Entercom Merger, Inks A New Nielsen Deal


On a day when Entercom Communications President/CEO David Field said his company’s revenue, “on an apples-to-apples basis,” was essentially flat, the entity it is set to merge with in the second half of 2017 is still operating under a “business as usual” mantra.

That could explain why CBS Radio, which is engaged in a tax-free merger with Entercom, renewed its Nielsen Audio agreement — ensuring its 117 stations across 26 markets continue to receive measurement services from the ratings giant.

The new deal gives CBS Radio the continued ability to use Nielsen local market insights and currency ratings across all Portable People Meter (PPM) metros where it does business.

In addition, CBS Radio will continue to use Nielsen’s radio diary measurement service in a small number of its local markets.

“CBS Radio offers consumers unprecedented access to the content they want to hear including news, entertainment and sports,” said Brad Kelly, Managing Director for Nielsen Audio. “Nielsen Audio provides CBS Radio with trusted and industry-leading solutions that allow them to measure the total audience and reach of their content. We welcome the extension of our agreement as we continue to work together to demonstrate the tremendous value of radio for advertisers.”

CBS Radio will also use the Nielsen Data Management Platform (DMP), a core Nielsen Marketing Cloud application which, for the first time, includes using Nielsen Audio data from Nielsen’s PPM to connect with broadcast listeners through digital channels.