Nielsen hails US radio measurement test

US-- Nielsen has hailed its radio audience measurement trial in Lexington, Kentucky a success and claimed that the address-based sampling methodology it used delivered “30% more of the potential radio universe than anything else available today”.

The firm was running the test ahead of the formal launch of its radio ratings service which uses sticker diaries to track listening habits in 51 small and medium-sized US markets.

Nielsen's address-based sampling system was first developed for its TV ratings activities to help it gain access to the estimated 34% of households – including cell-only and unlisted landline homes – that are not captured by current telephone landline sampling methods.

The first official radio ratings from the agency are expected in August. Broadcaster Cumulus has signed up to the service in all markets while rival Clear Channel has subscribed to receive data from 17 markets.

Following the trial, Clear Channel CEO John Hogan said: “The fact that more than 20% of radio listeners in the test market are cell-only households underscores the value that Nielsen brings to us and every radio broadcaster right out of the gate.”

Nielsen won the business away from Arbitron, costing the radio ratings giant around $10m in lost revenue on an annualised basis.

• Arbitron has announced a deal with place-based digital video company Care Media Networks to measure the effectiveness of the educational TV campaigns it runs in pediatrician, obstetrician and veterinarian offices. Arbitron said the study will provide Care with audience estimates for each network, as well as information on patients' awareness, acceptance and recall of advertising.

Author: James Verrinder