Nielsen Finds Final Replacement for Audio Paper Diaries

Nielsen has said it will phase out the last paper diaries for radio listening by 2025, replacing them with mobile diaries allowing data collection via mobile phones, tablets and laptops.

The company binned paper diaries in its local TV markets in 2017, moving to audience meters in set-top-boxes. The radio paper diaries have been used by Arbitron and Nielsen since the 1930s, and began to be replaced by people meters and other electronic means more than twenty years ago.

Bruce Hoynoski, the ratings giant's Measurement Science Business Leader, Global Audience Measurement told an audience at last month's NAB Show in Las Vegas the mobile diary had been through a range of tests and is expected to have 'a very positive impact' on KPIs. In the first half of 2025 a comprehensive test of the new system will be run, with plans to then launch in the second half. According to www.insideaudiomarketing.com , Hoynoski says he expects the move to be 'a game changer for our smaller markets in terms of accurately capturing and measuring audiences'.

The group's home page is at www.nielsen.com .