The Nielsen Company says the “vast majority” of its 51 US radio ratings markets have samples that are in line with government estimates of cell-phone-only (CPO) households. The first ratings are due out later this month.
Nielsen also said that acceptance rates for key demographics was significantly higher than targeted levels, especially the difficult to reach 18-34-year-old category, which came in at 61% above the ratings company’s target.
By mirroring the CPO population so closely and by oversampling in key demographics, Nielsen claims it is able to better represent and capture the behavior of the entire universe of radio listeners, especially younger, transient and tech-savvy audiences.
“Effective radio measurement starts with a reliable sample, and Nielsen hit these samples right out of the ballpark. When our ratings are released later this month, they will be based on the most representative sample that the radio industry has ever seen,” declared Michael Link, VP for Methodological Research at Nielsen.
CPO penetration in Nielsen Radio samples compared to federal estimates for the individual states
Source: The Nielsen Company