Westwood One To Offer FM Audience Tracking Using NextRadio Data

Tracking

WESTWOOD ONE has reached agreement with TAGSTATION, LLC to create what it calls the "first, and largest, interactive audience measurement tool of over-the-air FM radio" using data from the NEXTRADIO smartphone app.  Data from listener interactions with ads and promotions is tracked via the Dial Report, an attribution dashboard; WESTWOOD ONE said it has been testing the service, including a MAY campaign for a major advertiser for which the data showed 1/3 of listeners also viewed the companion ad within the app and, of those listeners who saw the campaign, 10% visited the retailer.

"Imagine interacting with broadcast radio and brand content on your smartphone. What an inspiration for getting consumers to take immediate action. This capability is now a reality for a quarter of a billion WESTWOOD ONE listeners who get more control over their experience, while advertisers get massive and actionable insights and results," said CUMULUS MEDIA EVP, Corporate Marketing and WESTWOOD ONE President SUZANNE GRIMES. "In addition, NEXTRADIO's collaboration with industry partners, including NIELSEN, further validates this alliance as transformative for our business."

"The ability to quantify and prove ad exposure and retail visitation provides hard evidence of radio's impact, and is an undeniable competitive advantage for WESTWOOD ONE," said NEXTRADIO President PAUL BRENNER. "We are thrilled to add their scale to our technology. Through this alliance, our rich consumer data is now available for a mass audience reach, allowing us to connect with larger brands and drive new business opportunities through WESTWOOD ONE's innovative advertiser solutions."

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