Nielsen And Cumulus Media/Westwood One Sign Agreement For Radio Voter Ratings
January 5, 2016 at 8:52 AM (PT)
NIELSEN has a new deal with CUMULUS MEDIA/WESTWOOD ONE to use NIELSEN’s Voter Ratings across 18 PPM markets.
“Throughout my career, I have seen firsthand the power of broadcasting to make or break a candidate and a campaign,” said WESTWOOD ONE Pres. STEVE SHAW. “Radio has the largest reach of any media, plus the added benefit of formats to target voters. This new data shows radio is the best kept secret for political campaigns."
NIELSEN’s Voter Ratings service combines NIELSEN AUDIO’s PORTABLE PEOPLE METER (PPM) data with key voter categories data. The data is broken out by political views among Democrats, Republicans, independents and those who are unregistered, as well as by daypart and format. NIELSEN provides political ratings in the top 48 audio Metros as well as the top 56 television DMAs with reporting at the station and daypart levels.
“The 2016 elections are well underway and billions of dollars will be spent in political advertising. Radio’s ability to localize and personalize its content to reach a broader audience is a major selling point for political agencies looking to maximize their campaign dollars and deliver an effective message,” said NIELSEN EVP/Managing Director for Local Media MATT O’GRADY. “Our Voter Ratings solution eliminates the political advertising guessing game and strategically identifies what, when and where key voter segments are listening.”