Cumulus Media signs radio measurement extension with Nielsen

This includes Westwood One, the largest radio network in the US and part of Cumulus Media, across its 446 radio stations in 90 local markets.

In addition to extending Nielsen’s core audio ratings services, Cumulus and Westwood One will continue to have access to local qualitative behavioural data from Nielsen Scarborough, enhanced talent analytics from Nielsen N-Score and national networks ratings from Nielsen RADAR.

Westwood One will extend its use of Nielsen Marketing Cloud and Pointlogic for enhanced purchase-based marketing and media planning functions.

Bob Walker, executive vice-president operations, Cumulus Media, said: “Despite the abundance of media options, radio continues to lead the way in reach and ROI. We can continue to leverage Nielsen’s vast datasets and analytical insights to provide the proof that we do indeed deliver the highest ROI of any local media to our advertisers.”