Sun Broadcast Group has expanded its relationship to license Nielsen Media Impact (NMI) powered by Nielsen’s Total Media Fusion.
That’s Nielsen’s cross-platform media planning and optimization solution designed to help clients understand total campaign reach, frequency, and duplication using advanced audience segments.
Nielsen Media Impact will enable Sun Broadcast Group to demonstrate the value that its unique audiences bring to an advertiser’s media plan and illustrate radio’s incremental reach, Nielsen said.
“With Nielsen Media Impact, we can show advertisers the effect on overall campaign reach and frequency when money is moved between media,” said Jay Bailey, President and Founder of Sun Broadcast Group. “As we continue to expand our footprint to better serve our affiliates, advertisers and partners across the country, the usage of Nielsen Media Impact will have a vital part in evaluating the efficiency of our plans and demonstrating the true value of radio in driving sales.”
For national planning, Nielsen Media Impact uses respondent-level data from Nielsen’s Total Media Fusion, which includes TV, video-on-demand (VOD), subscription VOD (SVOD), TV connected device, digital, digital-place based, print, radio and cinema.
Nielsen national radio data within Nielsen Media Impact allows buyers and sellers to understand the value of radio as a medium at the national level and the incremental reach achieved by including national radio in the media mix. Along with the ability to compare radio with other national media, radio within NMI is flexible and includes several marketbreaks, including custom dayparts, radio formats, owner groups, and RADAR networks.
Brad Kelly, Managing Director at Nielsen Audio, commented, “The media landscape is evolving quickly. Cross-platform planning and buying are becoming ‘table stakes’ with big advertisers. Equipped with this powerful new Nielsen solution, Sun Broadcast Group will be using real data to effectively demonstrate how its radio assets can supplement and amplify the effectiveness of TV ad campaigns.”