Nielsen Jumps Into Radio Ratings Business

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Posted by on November 18, 2008 at 10:10:03:

Nielsen Jumps Into The Radio Ratings Business

CUMULUS MEDIA has concluded it's process that commenced with a "request for proposal,"and which evolved into an open search for a new company to provide radio research, and will start relying on NIELSEN's measurements of 50 of its small and midsize markets in the third quarter of 2009. CLEAR CHANNEL RADIO will also use the NIELSEN data for 17 markets.

NIELSEN, best known for television ratings, already measures radio audiences in other countries. In the UNITED STATES, NIELSEN will be in direct competition with ARBITRON, the country’s leading supplier of radio ratings data. NIELSEN will produce ratings by collecting diaries from respondents. ARBITRON's effort to replace diaries with the PPM service has led some station owners to complain.

"We initiated the RFP to improve the quality and value of radio ratings," said CUMULUS CEO LEW DICKEY. "That opened up a transparent process which gave us the option to talk to the best research practitioners in the world. We couldn't be more pleased with the outcome. NIELSEN is the Gold Standard for television advertisers who make nearly $80 billion worth of decisions in the U.S. based on NIELSEN data. This is a great development for Radio."

"CLEAR CHANNEL RADIO is delighted to have the choice to move to an improved audience measurement approach in these important markets and applauds NIELSEN for bringing their exemplary business practices to radio," said CLEAR CHANNEL RADIO Pres./CEO JOHN HOGAN. "This gives radio ratings greater accuracy, stronger accountability, and full transparency, and shows the true power of radio to reach the most coveted consumers."

NIELSEN will use address-based sampling (ABS) to recruit sample households. NIELSEN pioneered the use of ABS, which uses randomly selected addresses rather than telephone numbers, in its domestic television measurement in order to reach the 34% of U.S. households that are not covered by current sampling methods, including cell-phone only and many unlisted landline phone households.

MRC Accreditation?

ALL ACCESS contacted NIELSEN about MRC Accreditation. Spokesman GARY HOLMES commented, "We will begin discussions with the MRC soon, but the their audit cannot be conducted until we are actually in the field this SPRING."

Markets To Be Monitored for Cumulus:

· Abilene, TX · Albany, GA · Amarillo, TX · Ann Arbor, MI · Bangor, ME · Battle Creek, MI · Beaumont-Port Arthur, TX · Bismarck, ND · Bridgeport, CT · Cedar Rapids, IA · Columbia, MO · Columbus-Starkville-West Point, MS · Danbury, CT · Dubuque, IA · Eugene-Springfield, OR · Fayetteville, AR · Fayetteville, NC · Flint, MI · Florence, SC · Fox Valley, WI · Ft.Smith, AR · Ft. Walton Beach, FL · Grand Junction, CO · Green Bay, WI · Hudson River Valley, NY · Huntsville, AL · · Kalamazoo, MI · Killen-Temple, TX · Lake Charles, LA · Lexington-Fayette, KY · Macon, GA · Montgomery, AL · Myrtle Beach, SC · New River Valley, VA · Odessa-Midland, TX Oxnard-Ventura, CA · Pensacola, FL · Quad Cities, IA-IL (Davenport, Moline-Rock Island-Bettendorf) · Rochester, MN · Rockford, IL · Santa Barbara, CA · Savannah, GA · Shreveport, LA · Tallahassee, FL · Topeka, KS · Waterloo-Cedar Falls, IA · Westchester, NY · Wichita Falls, TX · Wilmington, NC · Youngstown-Warren, OH

Markets To Be Monitored for Clear Channel:
Albany, GA

Beaumont-Port Arthur, TX

Bismarck, ND

Cedar Rapids, IA

Fayetteville, AR

Ft. Smith, AR

Huntsville, AL

Killen-Temple, TX

Lexington-Fayette, KY

Macon, GA

Montgomery, AL

Rochester, MN

Savannah, GA

Tallahassee, FL

Youngstown-Warren, OH

Hudson River Valley, NY

Quad Cities, IA-IL (Davenport, Moline-Rock Island-Bettendorf)

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