CBA, Nielsen Study Measures Radio Influence in Colorado
October 23, 2014 at 1:47 PM (PT)
The COLORADO BROADCASTERS ASSOCIATION and NIELSEN assembled a regional study, titled "The Power of Broadcast in COLORADO," which utilized three of COLORADO's designated market areas to produce real audience metrics surrounding some of COLORADO's most recent hyper-media events, compiled using NIELSEN's vast database.
"This project has been an eye-opening experience," CBA Pres./CEO JUSTIN SASSO said. "So much hype surrounds new fads like SPOTIFY and NETFLIX. In reality, the numbers show that none of them reach Coloradans at the same level as local radio and television. There is an aggressive attempt by these newcomers to claim a victory over COLORADO's broadcast audience, but the numbers tell a very different story; Coloradans continue to trust and rely on broadcasters first and foremost."
Four individual presentations were given in the course of three days, highlighting NORTHERN COLORADO, DENVER, SOUTHERN COLORADO and the WESTERN SLOPE. The CBA made the COLORADO-centric data available to its broadcast members. Community leaders and law enforcement officials were also invited to the presentations to see, firsthand, the impact COLORADO broadcasters have on listeners and viewers during times of crisis, including the recent flooding and wildfires.
“Local media, and specifically television and radio, has a substantial impact in the lives of Coloradans, who spend the vast majority of their media time - more than 48 hours every week - with TV and radio stations,” NIELSEN Account Manager REBEKAH CARROLL said. “It’s clear that local broadcasters have a powerful role in their communities in COLORADO, as they keep their audiences connected to what matters most on a daily basis all over the state.”