The nation’s biggest owner of AM and FM radio stations has formally thrown its support to Nielsen Media Impact (NMI) and Continuous Diary Measurement (CDM) in Nielsen Audio’s diary-based markets.
With the agreement, Nielsen is moving forward with its decision to implement continuous diary measurement as planned in radio markets currently measured four times a year.
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 August 14-23. Effective with the launch of CDM, 94 metros will have monthly reporting (48 PPM markets and 46 CDM markets) representing roughly 80% of radio’s ad spend and population in Nielsen Audio markets.
Meanwhile, Nielsen has revealed that it 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.”
Without iHeart’s support, such a move could have been difficult, given iHeart’s ownership of stations across many markets where the PPM will likely not ever be implemented, given the cost to radio broadcasting companies in these markets.
Nielsen adds that iHeartMedia’s support “boosts the momentum” of Nielsen’s NMI national cross-media planning tool.
Nielsen Audio Managing Director Brad Kelly said, “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.”
Greg Ashlock, President of iHeartMedia Markets Group, added, “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 . “We also look forward to using Nielsen Media Impact to show clients how iHeartMedia substantially improves advertising results in optimized cross media campaigns.”