Nielsen Brings ‘Impact’ To Radio


A cross-platform planning solution available at both the local and national level that allows users to understand cross-media reach, frequency and duplication through the use of advanced audience segments now includes Radio as a media type available within the optimization tool.

The arrival of Radio at Nielsen Media Impact (NMI) was first reported by a trade publication owned by iHeartMedia, a customer quoted in an announcement Nielsen requested not offered to readers by any other media organization until several hours after the iHeart-owned blog provided a report.

The addition of AM and FM radio “enables agencies, media owners, and advertisers to reach their desired audience with cost-effective media plans,” says Nielsen, which adds that the Radio data will be derived from Nielsen’s National Regional Database (NRD) comprising Portable People Meter (PPM) and diary data.

“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,” the nation’s dominant audience measurement company says. “Along with the ability to compare radio with other national media, radio within Nielsen Media Impact is flexible and includes several market breaks, including Custom Dayparts, Radio Formats, Owner Groups and RADAR Networks.”

Nielsen’s Total Media Fusion is providing the data for Nielsen Media Impact, and incorporates data for TV, radio, VOD, SVOD, mobile, tablet, desktop, print, cinema and digital place-based media.

Nielsen launched Local Nielsen Media Impact earlier in 2018 in the 25 DMAs with Local People Meter (LPM) data, which included radio listening from the PPM in those markets.

“Having radio data in both national and local planning tools will give clients access to more comprehensive data for cross-media planning,” Nielsen says.