Nielsen Debuts Audio 'Continuous Diary Measurement'

Nielsen has rolled out 'Continuous Diary Measurement' (CDM), with the first data delivery in five of 46 audio markets converting to monthly reports from the July 2019 survey.

According to the firm, CDM positions radio on a level playing field with other media such as digital and TV, allowing clients to react more quickly to marketplace changes. Nielsen says that CDM will also help reduce 'bounce' in the ratings, with rolling samples designed to provide a more consistent and stable view of the market.

The July data for the balance of the 46 markets will deliver between August 14 and August 23; and with the launch of CDM, 94 Nielsen Audio metros will have monthly reporting (48 PPM markets and 46 CDM markets) representing c.80% of radio's ad spend and population in Nielsen Audio markets.

Brad Kelly (pictured), MD of Nielsen Audio, comments: '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. 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.'

Web site: www.nielsen.com .