Nielsen, Radio Goes On ROI Offensive With Advertisers, Marketers

Radio ROI Showcase

In an effort to tout NIELSEN CATALINA SOLUTIONS' study that found evidence that Radio provides a healthy ROI (NET NEWS 4/25), the ratings company and the ADVERTISING RESEARCH FOUNDATION (ARF) hosted an event titled "NIELSEN Cracks the Code on Radio ROI" at the CLEAR CHANNEL offices in MANHATTAN. It focused on NIELSEN's newly announced first single-source ROI measurement tool for radio and featured a number of key industry leaders, marketers and advertisers. 

CLEAR CHANNEL Chairman/CEO BOB PITTMAN and CBS RADIO Pres./CEO DAN MASON welcomed advertiser, agency and industry attendees, while NIELSEN EVP/Global Product Leadership STEVE HASKER presented the study's findings.

Two panel discussions followed; MEDIALINK Chairman/ CEO MICHAEL KASSAN moderated the first, which discussed the power of radio for marketers and how it should best be considered in the marketing mix.  Panelists included ARF Pres./CEO GAYLE FUGUITT, BBDO's MATT MACDONALD, ZENITHOPTIMEDIA's JOHN NITTI, MEDIAVEST's RITU TRIVEDI and AMERICAN EXPRESS' MARY ELLEN JOHNSON.

BOB PITTMAN moderated a second panel, which featured CUMULUS MEDIA CEO LEW DICKEY, CEO, ENTERCOM CEO DAVID FIELD and DAN MASON. The group discussed NIELSEN's study and how they believe it will improve the perception of radio within the ad community.

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