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
Beasley Broadcast Group Reports Second Quarter
iHeartMedia's "Z107" Becomes "Karlee 107" In Honor Of Rochester Girl
WIRK/West Palm Adds Brooke & Jubal To Mornings
July 28, 2016
CBS Corporation Revenue Up 2% in Q2
Cox Media Group Names Rob Rohr as CMG Ohio Market Vice President
Alpha Media, Moberly Announces Mark Benkiel As Market Manager
July 27, 2016
iHeartMedia St. Louis Names A.J. SVP/Programming
Entercom Communications Reports Second Quarter Results
Apple Reports Third Quarter Results
Scott Shannon to Host NAB Marconi Radio Awards
Steph Lova Returns To WPGC/Washington, DC
DigitalRadioTracker.com Simplifies Broadcast Monitoring Worldwide
July 26, 2016
Brian Beasley Named Chief Operating Officer of Beasley Media Group, Inc.
2016 NAB Marconi Radio Award Finalists Announced
SiriusXM Reports Second Quarter 2016 Results
Alpha Media Clinton Names Mike Fell Market Manager
NextRadio Survey Reinforces How Radio Can Help Reach Voters
RAB Announces Staff Changes
July 25, 2016
Drake, U2, Britney Spears & More Announced For iHeartRadio Music Festival
Scotty K And Bret Head To Dallas For Mornings On KLIF
July 22, 2016
eQB NOW
Pandora Revenue Up in Second Quarter of 2016
John Crenshaw Named OM at Cumulus-Youngstown, OH
Alpha Media Savannah-Hilton Head Launches Throwback Station "G100"
July 21, 2016
Music News
Soundtrack Companion to Springsteen Autobiography Announced
Quick Hits: Prince, My Chemical Romance, Mac Miller
Quick Hits: The Beatles, Pink Floyd, JoJo, Ruth B
Beyoncé, Adele Lead MTV VMA Nominees
Rihanna, Kendrick Lamar and Metallica Headlining Global Citizens Festival
Drake Spends 11th Week at #1 on Billboard 200
Quick Hits: Rihanna, Flo Rida & Jason Derulo, Adele, Chance the Rapper, The 1975, David Bowie, Michael Hutchence
New David Bowie Box Set Includes Previously Unreleased Album
Quick Hits: Rihanna, KoRn, My Chemical Romance, Jennifer Hudson, Regina Spektor, Oasis
Temple of the Dog Announce First-Ever Tour
Quick Hits: The Beatles, Iggy Azalea, My Chemical Romance, Haim
Quick Hits: Alternative Press Music Awards / Marilyn Manson, Wilco, Beck, Led Zeppelin, Kesha
Drake Returns To #1 On Billboard 200
Kanye, Taylor Swift Feud Over "Famous" Lyric Again
Quick Hits: Coldplay, Schoolboy Q, Prophets of Rage, Celine Dion, Against Me!
FMQB NOW

Bill Tanner
SVP/Programming
SummitMedia

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!