Nielsen Launches CDM In 46 Markets
• Nielsen has launched continuous diary measurement (CDM) in 46 audio markets, converting to monthly reports effective with the July 2019 survey. CDM positions radio on a level playing field with other media such as digital and TV, and it will allow clients to maintain a competitive edge with the ability to react more quickly to marketplace changes. CDM will also help reduce “bounce” in the ratings with rolling samples designed to provide a more consistent and stable view of the market.
In June 2019, Nielsen announced that iHeartMedia had agreed to support CDM in Nielsen Audio’s four-book markets. Brian Kaminsky, President of Revenue and Data Operations at iHeartMedia, remarked, “With monthly Nielsen ratings in these diary markets, radio is giving its advertisers the most timely and relevant information possible and will have more stable and actionable insights for how audiences are engaging with our content.” Additional broadcasters signing on for CDM include Univision, Midwest Communications, Tyler Media, QueenB Radio, Southern Stone Communications and Bahakel Communications.
“This is a transformative day for the audio advertising industry when, for the first time, clients in these 46 markets will be able to transact on data monthly,” said Brad Kelly (pictured), Managing Director, Nielsen Audio. “There is no doubt that continuous diary measurement is a big step forward for the audio industry. With CDM, very large advertisers that rely on marketing mix models will be able to use the most current data available to get a better read on how radio drives sales results — the ultimate measure of ‘attribution.'” Jeff Warshaw, Chair of the Nielsen Audio Advisory Council and Founder/CEO of Connoisseur Media, commented, “This upgrade in measurement is a terrific demonstration of the progress we can make when the industry comes together and works with Nielsen to improve the service for our clients.”
Effective with the launch of CDM, 94 Nielsen audio metros will have monthly reporting (48 PPM markets and 46 CDM markets) representing 80% of radio’s ad spend and population in Nielsen audio markets. The first data delivery took place Tuesday for Baton Rouge, Louisville, New Orleans, Oklahoma City and Puerto Rico. The survey period for the first monthly release of data covers April 25 to July 17, 2019, and the rest of the reports will be delivered between Aug. 13 and Aug. 23.
