CBS And Nielsen Prove Power Of Local Cross-Media Measurement For Local TV, Radio
Untitled Document


Nielsen and CBS announce the results of the first ever proof of concept (POC) for local television plus radio audience measurement. Leveraging Nielsen’s proprietary local television and audio panels, Nielsen and CBS collaborated to demonstrate the additive power of combining media buys for major advertising campaigns. The POC combined audience data from CBS’ local TV and radio assets in order to build a foundation that measured combined and unduplicated reach across both media. Nielsen intends to open participation in the pilot across a wider group of clients to further strengthen cross-media selling models.

Creating a measurable foundation gives advertisers using marketing mix models as a basis for their media planning the tools they need to accurately account for how local television and radio together contribute to driving sales. This POC begins the conversation into the data needed by those models to correctly value local television and radio.

In some cases, using local television and radio together doubled the reach in certain markets. In the five markets measured in the POC, an advertiser could reach anywhere from 84% to as high as 93% of all adults 18+ within a month by leveraging local television and radio together. Advertisers would be able to see the benefits of combining the buying of these media and dayparts together. For instance, combining television prime time and late news all week with morning drive on weekdays, an advertiser could reach 75% of A18-49 in Boston within four weeks. In this example, a local media buy could make sense for fast food advertisers. Full results of the study will be presented at the National Association of Broadcasters (NAB) show on Tuesday, April 8 “Local Measurement: All Media/All Users/All the Time.”

Using data from October 2013 in five key CBS markets, the POC fused Nielsen Audio’s Portable People Meter listening data with Nielsen’s Local People Meter television data.  Matching consumers across the two panels in each of these markets allowed for modeling cross-platform media consumption. By finding characteristics common across both Nielsen’s audio and television panels in each of these markets, the listening behavior was ascribed to those panelists with known viewing behavior. 

“Industry-standard measurement is a first step toward showing large advertisers what local advertisers already know–there is a lot of value to combining local television and radio in a media buy,” said David F. Poltrack, Chief Research Officer, CBS Corporation. “We will continue working with Nielsen to bring to the industry the rich analytics, reporting tools, and planning software needed to prove these benefits to advertisers. The long-term plan is to include online as well. This proof of concept demonstrates the power of broadcasting quickly and frequently reach mass audiences.”

“The consumer is in the driver’s seat and engages with media and marketing messages in an increasingly dynamic way,” stated Lynda Clarizio, President U.S. Media, Nielsen. “Developing representative and industry-standard models of cross-media measurement allows the industry to have confidence in their planning decisions and empowers a healthy marketplace.”

Integrating measurement of reach, frequency and ultimately sales response across both local television and radio platforms will benefit the industry as a whole. POC test results will inform Nielsen’s cross-media product development strategies, expand local media planning analytics by contributing more robust inputs for marketing mix modeling.




 
Breaking News
Journal Communications Reports Third Quarter 2014 Results
Irving Azoff Leading New Music Rights Venture
Crush Music Announces Two New Hires
In Brief - October 30, 2014
October 29, 2014
Def Jam Recordings Promotes Scott Maness To VP/Rhythm Crossover Promotion
Melissa Etheridge, Ingrid Michaelson To Perform At National Radio Hall of Fame Induction Ceremony
In Brief - October 29, 2014
October 28, 2014
iHeartMedia, Inc. Reports Results For 2014 Third Quarter
SiriusXM Reports Third Quarter 2014 Results
Talus Knight Named PD/Afternoon Host At KKND
iHeartMedia San Francisco Names John Leathers Vice President Of Sales
Radio Advertising Bureau Board of Directors Elects New Officers & Directors
Pandora Hires Chris Phillips As Chief Product Officer
CBS Radio's We Can Survive Achieves High Marks On Social Media
iHeartRadio Survey: Listeners Predict We’ll See A Lot Of Lady Gaga Impersonators
In Brief - October 28, 2014
October 27, 2014
Lulu & Lala Spice Up Afternoons On WFLC-FM
Universal Music Group Names Michael Frey, President, Supply Chain & Media Services
Benztown Releases First-Ever Benztown 50 Voice Power Index
Noise Fusion Unleashes Next Generation Sounds Online
In Brief - October 27, 2014
October 25, 2014
eQB NOW
The Week In Review: 10/20-10/24
Beasley Broadcast Group Issues Third Quarter Results
Pandora Reports Q3 2014 Financial Results
Deezer Acquires Stitcher
Music News
Pitbull & Enrique Iglesias Continue The Party
Quick Hits: K. Michelle, Billboard Touring Awards, George Ezra, Phish
Slipknot Land Second #1 Album With .5: The Gray Chapter
Quick Hits: Metallica, Coldplay, Pitbull, Nile Rodgers
Taylor Swift Sings From The Rooftops
Quick Hits: Nicki Minaj, David Guetta, Calvin Harris, Soundgarden, R.E.M., The Who's Teenage Cancer Trust
Fergie, Lorde Join AMA Performers
Eric Clapton Offers Tribute to Jack Bruce
New Imagine Dragons Song Featured In Sprite LeBron James Commercial
Quick Hits: Imagine Dragons, Taylor Swift, Rock In Rio USA, Band of Merrymakers, Prince, Beady Eye
Taylor Swift Talks Pop Genre, 1989 & More
The Week In Review: 10/20-10/24
Quick Hits: The Grammys, Sam Smith, Foo Fighters, The Grateful Dead
Taylor Swift Reveals Songs of 1989
One Direction Goes "On The Road Again"
FMQB NOW

Christopher K
APD/MD, KDND & KUDL
Sacramento

Advertisement:
Search FMQB.com
Advertisements:
FMQB Member Login
Email:
Pass:

Save
Not a member yet?
Sign up Now!
Sign Up for Breaking News!
Enter FMQB E-Tracking!