Cumulus Media Extends Its Agreement With Nielsen Audio And Adds Continuous Diary Measurement

Agreement also includes Local Nielsen Media Impact in Dallas, Atlanta and Chicago

Nielsen announced that Cumulus Media, a leading audio-first media and entertainment company, has extended its agreement for Nielsen Audio Measurement services through 2022 and added Continuous Diary Measurement (CDM) for 120 stations across 14 markets. Additionally, Cumulus signed up for Local Nielsen Media Impact (Local NMI) in its DallasAtlanta and Chicago markets.

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“We are eager to work with Nielsen to evolve how we measure the changing consumer landscape with audio,” said Bob Walker, EVP Operations at Cumulus Media. “This extension helps us understand how Continuous Diary Measurement and Local Nielsen Media Impact may help drive advertising results while we work together to measure audio engagement for local station content and national network content moving forward.”

“Nielsen appreciates the extension and expansion of our relationship with Cumulus Media,” said Brad Kelly, Managing Director, Nielsen Audio. “Cumulus Media and its Westwood One Network are at the industry forefront in developing new and creative ways to harness the power of data to demonstrate the value of radio/audio and its increasingly formidable place in the advertising ecosystem.”

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Last August, Nielsen announced the launch of Continuous Diary Measurement (CDM). CDM positions radio on a level playing field with other media such as digital and TV, and it helps clients react more quickly to marketplace changes. CDM also helps reduce “bounce” in the ratings with rolling samples designed to provide a more consistent and stable view of the market.

This past May, Nielsen announced the expansion of Local NMI into 44 local markets. Local NMI provides unparalleled local media planning and cross-platform optimization including TV, radio and digital outlets in each of the 44 Local NMI markets.

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