Nielsen Expands Nielsen Media Impact To Include Radio

Enhances Cross-Platform Media Planning Solution

Nielsen announced that Nielsen Media Impact (NMI) is expanding to include Radio as a media type available within its leading national cross-media planning and optimization solution. Nielsen Media Impact is a cross-platform planning solution available at a local and national level that allows users to understand cross-media reach, frequency, and duplication using advanced audience segments. This enables agencies, media owners, and advertisers to reach their desired audience with cost-effective media plans.

The Radio data will be derived from Nielsen’s National Regional Database (NRD) comprising Portable People Meter (PPM) and diary data. Nielsen national radio data within Nielsen Media Impact allows buyers and sellers to understand the value of radio as a medium at the national level and the incremental reach achieved by including national radio in the media mix. Along with the ability to compare radio with other national media, radio within Nielsen Media Impact is flexible and includes several market breaks, including Custom Dayparts, Radio Formats, Owner Groups and RADAR Networks.

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“Having radio data incorporated into Nielsen Media Impact fills a clear need we have heard from the market,” said Jay Nielsen, VP, Product Leadership, Nielsen. “This enables clients to understand a more complete picture around advertising efficiencies across the media that consumers spend time with the most.”

“As the leading audio company in America with over a quarter of a billion monthly listeners on broadcast radio alone, we believe that including radio in Nielsen’s Media Impact offers a needed resource, enabling true comprehensive, cross-platform and cost-effective media plans for our national clients,” said Brian Kaminsky, President Revenue and Data Operations | iHeartMedia.

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One Platform. All Media. Nielsen’s Total Media Fusion, the data fueling Nielsen Media Impact, incorporates the most granular respondent-level data from Nielsen measurement panels along with census calibration for the most comprehensive view of the media landscape in one data set. This means access to the de-duplicated insights necessary to make the most informed cross-platform decisions about where and when to engage your audience with advertising. The Total Media Fusion incorporates the following data: TV, radio, VOD, SVOD, mobile, tablet, desktop, print, cinema and digital place-based media.

Earlier this year, Nielsen launched Local Nielsen Media Impact, a local planning and optimization tool available in the 25 DMAs with Local People Meter (LPM) data, which included radio listening from the PPM’s in those markets. Having radio data in both national and local planning tools will give clients access to more comprehensive data for cross-media planning.