Radio RC to license non-commercial stations for Nielsen CDM
09-04-2020 11:15:00 | Editor: Bob Koigi | hits: 3474 | Tags:

Nielsen has given Radio Research Consortium Inc., RRC, the go-ahead to license individual non-commercial stations for Nielsen Continuous Diary Measurement.

RRC is a nonprofit research firm that offers audience data to non-commercial radio stations through a contract it has with Nielsen to produce local market audience estimates.

The latest development now means not for profit commercial radio that are in Nielsen’s Continuous Diary Measurement, CDM, will now be able to license monthly data estimates that can be used for programming, marketing and underwriting purposes.

Joanne Church, President, Radio Research Consortium: “Having access to Nielsen Continuous Diary Measurement will help us further our mission as we continue our commitment to provide audience data to non-commercial radio stations. As non-commercial stations seek underwriters, and plan programming and marketing strategies, we are now able to provide them with the sophisticated insights that put radio on a level playing field with other forms of media.”

Earlier this month, Nielsen announced that audio-first media and entertainment company Cumulus Media, had extended its contract for Nielsen Audio Measurement services and included CDM to cover 120 stations across 24 markets. Last year iHeartMedia, Inc committed to support Nielsen Media Impact and CDM in Nielsen Audio’s four-book markets in order to advance radio attribution.

Brad Kelly, Managing Director, Nielsen Audio: “Another important organization in the audio space has provided support for  Nielsen’s Continuous Diary Measurement, and the Radio Research Consortium holds a unique place in the industry, representing non-commercial radio. The diversity of the radio industry ecosystem requires advanced analytics and we are excited that Radio Research Consortium has found Continuous Diary Measurement to be an indispensable part of their measurement capabilities, affirming the utility and value of CDM to non-commercial radio.”

Launched last August, CDM places radio on the same pedestal with other media platforms like digital and TV while assisting clients react more quickly to marketplace changes. CDM also helps reduce “bounce” in the ratings with rolling samples designed to offer a more consistent and stable view of the market.