Nielsen Radio Ratings Lauded By Cumulus
August 26, 2009 at 2:36 PM (PT)
The NIELSEN RADIO RATINGS were released to clients last week (8/17) and it has already received a thumbs-up from one of its major clients. CUMULUS CEO LEW DICKEY was quick to point out its advantages over ARBITRON's diary.
"We have been extremely pleased with the overall quality of the results," he told ALL ACCESS. "The sample far exceeded their targets and was a dramatic improvement over our previous ratings service. The NIELSEN data is simply more reliable due to a much larger and more inclusive sample frame. The bottom line is that advertisers, programmers and management all make decisions based upon a discrete set of numbers provided by the ratings service.
The sample far exceeded their targets and was a dramatic improvement over our previous ratings service.
"Unlike the political polls quoted in the media which are invariably accompanied with the rejoinder of 'margin of error,' AQH share numbers never are," DICKEY continued. "If the consumer of this information -- advertiser, programmer or seller -- knew the magnitude of the margin of error, they would view it quite skeptically, if not disregard it all together."
When will the rest of us see the results? Chief Press Officer GARY HOLMES told ALL ACCESS, "We've been saying soon and I'm guessing it could be next week.
"We just want to let our clients to digest the numbers before we begin to talk about them publicly. So far reception from clients has been good."
The only issues so far are some client complaints about NIELSEN's RADIO ADVISOR platform and some STRATA users have some ongoing problems, too. HOLMES commented, "We are checking on the STRATA glitch. There are a lot of moving parts on a new product, and so far it's been pretty smooth. At this point there are no other issues of broad concern for clients."