One of the nation’s biggest radio broadcasting companies has a new deal with the dominant audience measurement company serving the U.S.
A “multi-year strategic agreement for a comprehensive suite of measurement tools aimed at enhancing Entercom’s data-driven capabilities for advertisers” has been signed with Nielsen.
The deal gives Entercom access to such products as Nielsen Media Impact, RHIZA, Nielsen Marketing Cloud and the Tally Engine API.
The agreement also includes other Nielsen products, such as the Nielsen Radio Market Report, Tapscan, and the nationwide and national regional database, as well as Arbitrends, Weeklies, PD Advantage Web, Gracenote and The Analysis Tool, in select markets across Entercom’s portfolio of 235 radio stations.
Nielsen Media Impact in 2018 introduced the addition of national AM/FM radio in Portable People Meter radio markets, allowing media buyers “to understand the value of radio and the incremental reach achieved by including radio in the media mix,” the company says.
“We are excited about the possibilities that this portfolio of measurement tools brings to our business,” said Entercom COO Weezie Kramer. “This agreement is part of our strategy to demonstrate the impact of including radio in an advertiser’s media mix to deliver optimal campaign reach and frequency.”
“As an industry leader, Entercom is on the vanguard of all things audio,” said Nielsen Audio Managing Director Brad Kelly. “Nielsen is pleased to continue our long standing collaborative relationship with Entercom. Despite the fragmentation that exists across the broader media ecosystem, radio remains remarkably resilient with American consumers. Effective measurement and documentation of this consumer dynamic is central to Nielsen’s core mission. Entercom is a trusted and indispensable partner as we evolve the Nielsen Audio suite of services to better understand and demonstrate audio’s unique relationship with listeners and its exceptional value proposition for advertisers large and small.”
