CBS And Nielsen To Offer Local Broadcast Cross-Media Measurement With The First-Ever Trial Combining Local Television And Radio
October 31, 2013 at 8:17 AM (PT)
NIELSEN and CBS will partner in NIELSEN’s first-ever trial to measure cross-media campaigns on local television and radio. The trial will focus on combining CBS local TV audience data with CBS RADIO audience data "to build a foundation that measures unduplicated reach and time spent across both media." In addition, the trial will measure reach and frequency for campaigns that run on both local TV and radio.
“In today’s multi-platform advertising environment, it is not enough to set full campaign reach and frequency targets,” said CBS Chief Research Officer DAVID F. POLTRACK. “The advertiser must distribute the exposure to their message over time -– and in a manner that assures that each potential purchaser is exposed to that message in a consistent manner before each purchase occasion. With our strong combination of television and radio stations in major markets and the extension of these local stations over online and mobile platforms, CBS is uniquely positioned to provide advertisers with the combination of market penetration and controlled frequency distribution needed to optimize the return from their media investments in these markets. Armed with this new cross-platform, local market custom analysis, each advertiser will be able to use these powerful media to their full potential and both TV and radio stations nationwide will benefit.”
“We are very pleased to be working with CBS to bring together television and radio measurement as a result of our newly acquired NIELSEN AUDIO capabilities and for the benefit of all clients,” stated NIELSEN Pres./U.S. Media LYNDA CLARIZIO. “Developing new models of cross-media measurement allow our clients to identify expanded markets of potentially loyal consumers of products or content.”
The test will combine data from NIELSEN’s Local People Meter panel with data from the newly acquired NIELSEN AUDIO’s PPM panel to provide the cross-platform measurement. Results will be shared in late Q1 2014.