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
STRATA Survey: Ad Agencies’ Interest In Digital Video Jumps 45% From A Year Ago
In Brief - August 27, 2014
August 26, 2014
Scott Carter Promoted To SVP/Marketing At Epic Records
CCM+E Nashville Debuts ALT 98.3
CBS Radio, Townsquare Media Partner To Create The Michigan News Newtwork
Stacey Thomas Appointed Director, Media Integration For CCM+E Philadelphia
In Brief - August 26, 2014
August 25, 2014
Lance Houston Named New PD Of Boston's 101.7 The Bull
In Brief - August 25, 2014
August 22, 2014
eQB NOW
The Week In Review: 8/18-8/22
Chris Edge Adds PD Duties At WDCG/Raleigh
SoundExchange Q2 Digital Radio Report Highlights Digital Radio Transformation
In Brief - August 22, 2014
August 21, 2014
NuVoodoo Ratings Prospect Study Reveals Broadcast Radio Beats Pandora For Music Satisfaction
CBS Radio Adds To Sports Programming Leadership Team
iHeartRadio Survey: Carrie Underwood Music’s Best Female Role Model
In Brief - August 21, 2014
August 20, 2014
Cox Media Group Tampa Names Dan Mason OM For HOT 101.5, 97X, 102.5 The Bone
Logan Named PD/Morning Host At WNCV/Fort Walton Beach
Jay Towers Promoted To Anchor Of Fox 2 Morning News in Detroit
In Brief - August 20, 2014
August 19, 2014
Greg Ausham Named PD At WNNX/Atlanta
Emmis Communications, Beasley Broadcast Group Deploy Jelli Radio Ad Platform In Major Markets
Music News
Wiz Khalifa Earns First #1 Album, Taylor Swift Debuts At #1 With New Single
Usher Slowly Revealing Tour Plans
Quick Hits: Bad Boy Records, Ty Dolla $ign, Gerard Way, Bob Dylan
Beyoncé, Miley Cyrus Rule 2014 MTV VMAs
Slipknot Unmasks Details of The Gray Chapter
Quick Hits: Eminem & Shady Records, Ed Sheeran, Prince, Grouplove, Cobra Starship
Quick Hits: Jessie J, Foo Fighters, Mariah Carey & Nick Cannon, Genesis, Fall Out Boy
The Week In Review: 8/18-8/22
Nickelback Signs With Republic Records
Quick Hits: Nico & Vinz, Sam Smith, Weezer, Ariana Grande, Shelby Lynne, Enrique Iglesias, T.I., Iggy Azalea
Quick Hits: album sales, Taylor Swift, Foo Fighters, Super Bowl halftime show, Gerard Way, Tiesto, Smashing Pumpkins
New Taylor Swift Album Due Out October 27
Quick Hits: Lady Gaga & Tony Bennett, Haim, Fashion Rocks concert, T.I., iTunes Festival, Unlocking the Truth, Leonard Cohen
Colbie Caillat Sets September 30 Street Date
Quick Hits: Coldplay, U2, Christina Aguilera, B.o.B, Wiz Khalifa, Becky G, Bob Seeger
FMQB NOW

Jeff Sottolano
Director of Programming
CBS Radio

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!