Cumulus Adds Continuous Diary Measurement To Nielsen Mix


A new pact has extended an agreement between Nielsen and Cumulus Media — one that continues to give the company access to Nielsen Audio Measurement services through 2022 while adding Continuous Diary Measurement (CDM) for 120 stations across 24 markets.

Nielsen incorrectly reported that CDM would be spread to 14 markets in its embargoed Tuesday morning release.

The new deal also sees Cumulus sign up for Local Nielsen Media Impact (Local NMI) data in its Dallas, Atlanta and Chicago markets.

“We are eager to work with Nielsen to evolve how we measure the changing consumer landscape with audio,” said Cumulus EVP/Operations Bob Walker. “This extension helps us understand how Continuous Diary Measurement and Local Nielsen Media Impact may help drive advertising results while we work together to measure audio engagement for local station content and national network content moving forward.”

Nielsen in August 2019 announced the launch of Continuous Diary Measurement (CDM), designed to put radio “on a level playing field with other media such as digital and TV,” while helping clients react more quickly to marketplace changes.

CDM, Nielsen claims, also helps reduce “bounce” in the ratings with rolling samples designed to provide a more consistent and stable view of the market.

This follows the May 2019 confirmation that Nielsen would expend Local NMI into 44 local markets. Local NMI provides local media planning and cross-platform optimization including TV, radio and digital outlets in each of the 44 Local NMI markets.