Research Director, Inc. Discusses Nielsen’s Enhanced CBET Rollout

Looks At CBET

NIELSEN’s rollout of its Enhanced CBET (Critical Band Encoding Technology) has already begun with BALTIMORE and WASHINGTON, D.C. on OCTOBER 12th. The enhancements will be implemented in all 48 PPM markets by NOVEMBER 30th, subject to change by NIELSEN.

In a new blog post, RESEARCH DIRECTOR, INC. writes, "Real radio listening didn’t change when measurement switched from Diary to PPM in 2007, but the reported AQH ratings declined. Radio stations lost millions in ad revenue, and programmers made decisions based on measurement techniques that we now know weren’t capturing all of the listening."

"In a small-scale study conducted by NIELSEN," notes RESEARCH DIRECTOR, INC., "the CBET enhancements resulted in a 15% AQH Persons gain. This is an opportunity that stations need to strategize and prepare for. MARC GREENSPAN and CHARLIE SISLEN, Partners at RESEARCH DIRECTOR, INC., discuss the issues that broadcasters need to understand."

Read their blog in its entirety here.

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