Nielsen Completes Radio Ratings Pilot

Completes Pilot Study

NIELSEN has completed the pilot study for its new diary-based radio measurement service, which is due to launch next SPRING, reports MRWEB.COM. The company expects to unveil initial findings in FEBRUARY.

NIELSEN announced a month ago that it would be competing with ARBITRON to provide U.S. radio ratings, and that CUMULUS MEDIA and CLEAR CHANNEL RADIO had already signed five-year contracts for its new once-a-year service.

While ARBITRON has described the annual approach as "a step backwards," NIELSEN says it will be using larger sample sizes to reduce ratings "bounce."

The pilot took place in LEXINGTON, KENTUCKY; one of 51 markets to be measured by NIELSEN when it goes live with the service.

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