CRS In Action: Nielsen Offers Continuous Measurement Update

Country Radio Seminar

“We spend a whole lot of time consuming media every single day. It is about half of our waking hours,” said NIELSEN VP/Audience Insights JOHN MILLER, opening the panel “Continuous Measurement In Diary Markets—-Programming In An Always-On World” on FRIDAY, FEBRUARY 15th during COUNTRY RADIO SEMINAR in NASHVILLE. Although there are numerous media choices, he said, radio reaches more Americans and is the original social media. 

Since everyone is constantly using devices and technology these days, everything has to be “on,” he noted. Audio is always on, too (e.g. podcasting, videos, etc). But how does audio look universally? Radio is still #1 compared to streaming audio on a smartphone or satellite radio, he said.

As consumers, we need faster data. So MILLER answered questions about NIELSEN’s use of continuous diary measurement in some markets, saying it gives stations more leverage, quicker monetization on key changes at the station, faster recovery from bad books, and helps assure better advertising. The diary is the most reliable, consistent, user-friendly, and cost-effective way to measure smaller markets, MILLER said, adding, “The diary captures [the] habitable nature of radio use.” 

NIELSEN mails out about a million diaries each year, and uses more than 600,000 in its samples. On average, people listen to three to four stations a day, MILLER noted, which gives the diary the lead for measuring data. Continuous diary measurement is a year-round measurement with monthly reporting. NELSEN’S goal is to expand to every diary market, of which there are more than 200 across the U.S.

Phase one (four-book markets) of that expansion is going live this JULY. It is a 12-currency report based on three-month samples. After the launch, 93 markets will have monthly currency reporting, which then gives radio a level playing field, MILLER said. More data allows programmers to become better at their jobs and helps them build their brand.

MILLER answered some frequently asked questions concerning continuous diary measurement: 

When does phase one start?

• It starts after the Spring book, with the MAY-JUNE-JULY books, which will release in mid-AUGUST.

What will the new books be called?

• Each book will be named after the final month in the trend. JULY 2019 will come first, then AUGUST 2019, etc. 

Is there a holiday book?

• Nope. Continuous diary measurement markets will have 12 monthly reports and surveys 48 weeks a year with a holiday gap.

What happens to Arbitrends now?

• Arbitrends will continue to be available. Continuous measurement is not mandatory for clients. The three-month reports will become the currency with continuous diary measurement. 

Will Arbitrends differ from what we see in continuous diary measurement?

• No, they will match currency reports but will only have limited demos and dayparts. Each book will be a three-month average with no marginal weighting. 

Will PD Advantage change?

• No it will just have monthly refreshes of data, including diary comments.  

What about smaller, two-book diary markets?

• NIELSEN has begun work on phase two, which will bring continuous measurements to 50 or more markets 

Lastly, MILLER said, “The takeaway from continuous data measurement is ‘fresher data equals better decisions.’”

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