Nielsen Audio Moves to Year-Round Monthly Reporting

Nielsen has announced more frequent updates for audio diary markets, which currently report between two and four times a year. The firm says switching to year-round measurement with monthly reporting will enable clients to see seasonal shifts and react more quickly to marketplace changes.

Currently, Nielsen reports larger diary markets four times a year (winter, spring, summer and fall), mid-sized diary markets twice a year in the spring and fall, and the smallest markets with two book averages of spring/fall and fall/spring. The implementation of Continuous Diary Measurement will begin in phases, with the first starting in July 2019 in the markets currently measured four times a year. These will convert to twelve currency releases, comprising three months of data and starting with the May/June/July 2019 reporting period - accounting for around 70% of radio ad spend.

Thereafter, the firm plans to add monthly reports covering six months of data in markets with at least 1,000 metro in-tab, and twelve months of data in the smallest markets. Brad Kelly (pictured), MD, Nielsen Audio, comments: 'Continuous Diary Measurement will help radio reinforce its compelling reach story more often and provide fresh radio data to fuel Marketing Mix Models - the decision tools big advertisers rely on to allocate budgets and evaluate the effect of their ad spend'.

Web site: www.nielsen.com .