CBS First to Test Nielsen's TV/Radio Measure

Broadcast giant CBS is participating in Nielsen's 'first-ever' trial to measure cross-media campaigns running on local television and radio.

The trial will combine CBS's local TV audience data and its audio audience data, to measure unduplicated reach and time spent across both media. In addition, the trial will measure reach and frequency for campaigns that run on both local TV and radio.

In order to provide the cross-platform measurement, Nielsen will merge data from its Local People Meter panel with that from its Nielsen Audio PPM panel, acquired through its recent purchase of radio ratings specialist Arbitron. Results will be shared in late Q1 2014, and as this pilot test develops, Nielsen plans to open participation across a wider group of clients for the benefit of the industry.

Lynda Clarizio (pictured), Nielsen's President US Media, comments: 'We are very pleased to be working with CBS to bring together television and radio measurement as a result of our newly acquired Nielsen Audio capabilities and for the benefit of all. Developing new models of cross-media measurement allow our clients to identify expanded markets of potentially loyal consumers of products or content.'

Web sites: www.cbscorporation.com and www.nielsen.com .