Nielsen and CBS Radio extend ratings agreement

CBS Radio will be the first audio client to use Nielsen’s Data Management Platform to identify terrestrial listeners across digital marketing channels.

The broadcaster will also continue to use Nielsen’s local market insights and currency rating across the Portable People Meter (PPM) metro areas. Radio diary measurements will be used in a small number of local markets.

Brad Kelly, managing director for Nielsen Audio, said: “CBS Radio offers consumers unprecedented access to the content they want to hear including news, entertainment and sports.

“Nielsen Audio provides CBS Radio with trusted and industry-leading solutions that allow it to measure the total audience and reach of its content. We continue to work together to demonstrate the tremendous value of radio for advertisers.”

Separately, Nielsen announced the expansion of its Connected Partner Program with eight new partner companies: GreatVines, Ground Signal, Interactive Edge, Jyve, Mobisave, Spring Mobile, Symphony EYC and Vermont Information Processing (VIP).