Clear Channel Political Advertising Targeting Tool, AuDiO, Now Incorporates Nielsen Data
August 14, 2014 Untitled Document
Clear Channel Media and Entertainment (CCM+E) announced today that the Audience Delivery Optimizer (AuDiO), its groundbreaking, proprietary radio targeting tool for political advertisers, now incorporates Nielsen’s radio audience measurement data to further enhance its ability to identify key voter segments.
This marks the first time that Nielsen’s Portable People Meter (PPM) currency data, the industry standard, has been combined with specific public voter information – creating a powerful new tool for political advertisers.
Launched in June 2014, AuDiO is a first-of-its-kind radio optimization tool that enables political campaigns to precisely identify the 10 voter segments that are most crucial in key election districts.
AuDiO matches key information for approximately 245 million Americans who listen to Clear Channel’s 840 U.S. terrestrial radio stations to leading political databases to make actionable predictions about which desired voter segments are listening to which stations at which times.
With the integration of Nielsen’s industry-standard audience measurement data into AuDiO, political advertisers now have access to even more robust identification capabilities for their radio buys.
Nielsen Audio’s PPM panel measures the radio listening habits of more than 75,000 respondents across 48 different markets. Nielsen uses an independent third party to conduct a blind, direct match of the panelist’s listening data to Clear Channel-selected voter data sources including voter registration. The result is a combination of the highest quality listening data directly linked to anonymized and aggregated key voter characteristics and political views. Now part of AuDiO, Clear Channel’s political advertising tool, the matched data enables Clear Channel to recommend radio stations that deliver specific voter segments based on advertising objectives with pinpoint accuracy.
Using the 10 most common political segments, AuDiO can determine how many voters radio reaches in any political district around the country. It can then identify the media preferences of any segment, giving advertisers key information about which media are best to reach which voters.
AuDiO works at all levels of national, statewide and local elections, and will be available for the upcoming 2014 election cycle.
“Matching Nielsen’s data on what people listen to with voter characteristics in a privacy-protected way, provides new and valuable insights about radio’s ability to reach key voter segments and influence their decisions,” said Carol Edwards, Senior Vice President, Media Analytics at Nielsen.
“Political advertisers increasingly demand insights and accuracy at the most granular level, understandably, since a small segment of voters can determine the outcome of an election,” said Nathan Daschle, Clear Channel’s Executive Vice President for Political Strategy.
Said Radha Subramanyam, Executive Vice President of Sales and Marketing Research at Clear Channel Media and Entertainment, “Nielsen’s metrics have long served as the industry currency for ad buyers and sellers, so the addition of their data solidifies AuDiO’s – and radio’s – unmatched value to advertisers.”