Nielsen rolls out audio continuous diary measurement

The aim of continuous diary measurement is to put radio on a level playing field with other media such as digital and TV and to help reduce ‘bounce’ in the ratings with rolling samples giving a more consistent and stable view of the market. The first data delivery will take place in five of the 46 markets, converting to monthly reports with the July 2019 survey. 

This follows the announcement that iHeartMedia agreed to support CDM in Nielsen Audio’s four book markets. Additional broadcasters have signed for CDM including Univision, Midwest Communications, Tyler Media, QueenB Radio, Southern Stone Communications and Bahakel Communications. 

Brad Kelly, managing director, Nielsen Audio said: "This is a transformative day for the Audio advertising industry when, for the first time, clients in these 46 markets will be able to transact on data monthly.

"With CDM, very large advertisers that rely on marketing mix models will be able to use the most current data available to get a better read on how radio drives sales results – the ultimate measure of ‘attribution'." 

The July data for the balance of the 46 markets will deliver between August 14 and August 23. Effective with the launch of CDM, 94 Nielsen Audio metros will have monthly reporting ( 48 PPM markets and 46 CDM markets) representing  approximately 80% of radio’s ad spend and population in Nielsen Audio markets.