CBS, Nielsen to Measure Local TV-Radio6 Nov, 2013 By: Doug McPherson
NEW YORK – Nielsen and CBS are partnering in a first-ever trial to measure cross-media campaigns on local television and radio.
The trial will combine CBS local TV and radio audience data to measure unduplicated reach and time spent across both media, along with reach and frequency for campaigns that run on both local TV and radio.
The test results, expected in late March 2014, will expand local media planning analytics and develop more robust inputs for marketing mix modeling. As the pilot develops, Nielsen intends to open participation to more clients.
The test will combine data from Nielsen’s Local People Meter panel with data from the newly acquired Nielsen Audio’s PPM panel to provide the cross-platform measurement.
David F. Poltrack, chief research officer at CBS, says the company’s combination of TV and radio stations in major markets and with online platforms gives advertisers market penetration and controlled frequency distribution to optimize return.
"In today’s multi-platform advertising environment, it is not enough to set full campaign reach and frequency targets,” Poltrack says. “The advertiser must distribute the exposure to their message over time – and in a manner that assures that each potential purchaser is exposed to that message in a consistent manner before each purchase occasion.”
Lynda Clarizio, president of U.S. Media at Nielsen, says developing new models of cross-media measurement “allow our clients to identify expanded markets of potentially loyal consumers of products or content."
CBS and Nielsen have collaborated before. Earlier this year, Nielsen announced the successful completion of a two-week technical trial with CBS aimed at capturing and measuring viewing of TV content on mobile devices using its Syncbak technology.