Impressions and Radio: Perfect Together


There is a way to buy radio advertising that is thousands of times better than using ratings points.

What, pray tell, could that possibly be? The Southern California Broadcasters’ Association (SBCA) has the answer, thanks to a study conducted for the advocacy group by Nielsen — the very company delivering audience measurement via Nielsen Audio ratings every month to local radio.

According to SCBA President Miles Sexton, the study demonstrates the power of impression-based buying for the AM/FM radio industry.

The findings, SCBA reports, show that agencies are increasingly using impressions to evaluate media, while also demonstrating the usefulness of impressions to evaluate radio and digital using a common metric.

According to the study, the benefits of impressions-based buying offers increased granularity over ratings and adds value to more dayparts and easier comparison across markets.

The SCBA also notes that it gives audio and digital platforms the ability to capture all of their audiences no matter where content is consumed.

Additionally, the study showed that impressions also provide a brand safe environment for advertisers looking for premium impressions at the local level.

“The importance of combining radio and digital advertising effectively cannot be overstated, and impressions are clearly where the industry is headed,” Sexton commented. “As radio continues to evolve within the digital ecosystem, the building blocks of a successful cross-platform campaign will include impressions.”

Today, some 54% of agency professionals are now buying on impressions.

  • To view the report in full, please click the link below:

SCBA-Nielsen Impressions 10-27-21