With much of the company’s executive leadership team still mourning the January 27 death of legendary radio programming pro Bill Tanner, SummitMedia has entered into a fresh — and bigger — agreement for ratings and audience measurement services from the nation’s dominant provider of consumption data.
The Birmingham, Ala.-based radio broadcasting company led by Carl Parmer has inked a new long-term agreement for Nielsen Audio services across SummitMedia’s nine markets.
The new accord incorporates “an expansion and enhancement” of the service level to include Continuous Diary Measurement (CDM).
As such, SummitMedia now has what Nielsen Audio describes as “full, unqualified subscriber access to the monthly CDM currency ratings, TAPSCAN software and Nielsen Scarborough in all markets where available.”
In addition to its home market of Birmingham, SummitMedia’s stations are located in Greenville-Spartanburg; Honolulu; Knoxville; Louisville; Richmond; Wichita; Omaha; and in Iowa. The company was formed in 2013, when Cox Media Group sold to Parmer 24 stations comprised of the Alabama; South Carolina; Hawaii; Kentucky; and Virginia properties.
“We are looking forward to utilizing Nielsen’s measurement and data analytic capabilities to showcase SummitMedia’s value to the advertiser and agency communities,” said Parmer, who serves as Chairman/CEO of SummitMedia. “Consumers’ media habits are evolving at an incredibly rapid pace and having a faster read on audience trends is imperative. Continuous Diary Measurement will enable our teams to react more strategically and quickly.”
Nielsen Managing Director Brad Kelly added, “SummitMedia has placed their trust in us to deliver an accurate and timely read on radio audiences. Equipped with CDM, SummitMedia’s talented sales pros will be well positioned to optimize revenue and attract new advertisers by delivering better, faster, keener insights to the local radio ad marketplace.”
— RBR+TVBR West Coast Bureau