Nielsen Pushing Sticker Diary To Wilkes-Barre/Scranton
June 11, 2010 at 2:28 PM (PT)
THE NIELSEN COMPANY, looking to increase the number medium and small-market stations using its sticker diaries, has approached owners of stations in the WILKES-BARRE/SCRANTON, PA market last month. The TIMES-TRIBUNE quotes sources saying that NIELSEN used the meetings to illustrate the differences between its services and ARBITRON, but didn't specify a start date.
"I was very impressed (with NIELSEN's presentation)," TIMES-SHAMROCK COMMUNICATIONS, CEO BOBBY LYNETT said. "NIELSON is a very reputable company and they have been measuring TV viewing for decades. It seems natural to me that they would make a transition into monitoring radio habits as well."
Should NIELSEN actually launch its services in the market, the market's stations would lily be able to afford only one ratings service. "It's doubtful that area stations will be willing to pay for two ratings services," "It's doubtful that area stations will be willing to pay for two ratings services," SCRANTON-based ad firm CONDRON & COMPANY Pres. PHIL CONDRON said.
"It's good to have options and competition in all aspects of business," ENTERCOM market GM RYAN FLYNN said. "I can't say if NIELSEN is a good fit for our market at this point because I don't have all the information."