NEWS11 March 2010

Sunrise signs up for Nielsen radio ratings

New business North America

US— New York-based radio station owner Sunrise Broadcasting has become the latest company to sign up to Nielsen’s radio ratings service.

The firm, which owns stations WGNY AM & FM, WTSX-FM and WDLC AM, follows in the footsteps of Black Crow Media, Cumulus, Clear Channel, ESPN and Maverick Media in signing up for the service which uses paper diaries to measure audience figures in small and medium-sized markets.

Nielsen made its move into the radio ratings market in 2008 when Cumulus and Clear Channel ditched Arbitron to sign up with the firm.

It uses address-based sampling to reach the 34% of US households not covered by other sampling methods and will introduce an online e-diary this year.