Cumulus Expands Data Tools for Local Ad Sales

RADIO ONLINE | Thursday, April 30, 2026 | 12:35pm CT

The Media Audit

Cumulus Media is expanding its data-driven sales strategy through a new partnership with The Media Audit and TOMA.Solutions, bringing enhanced consumer and competitive insights to stations in a growing number of U.S. markets.

The collaboration integrates The Media Audit's detailed local market data on consumer lifestyles, purchasing behavior and cross-platform media usage with TOMA.Solutions' "Top-of-Mind Awareness" measurement, which identifies brands that hold the leading position in consumers' minds within specific categories.

Together, the tools are designed to give Cumulus sales teams deeper visibility into local market dynamics, enabling them to identify high-potential audiences, uncover category demand and better assess competitive positioning for advertisers.

Dave Milner, President of Operations at Cumulus, said the move reflects increasing demand from advertisers for insights that connect marketing strategy to business outcomes. He noted the integration of the new tools into the company's research suite will allow teams to deliver more precise and effective campaign guidance.

The company said the approach moves beyond traditional ratings-based metrics by equipping account executives with data tied directly to consumer demand and shopping behavior, supporting more consultative conversations with local advertisers.

Phillip Beswick, CEO of The Media Audit, said the partnership underscores the importance of combining media reach with local market intelligence, helping advertisers refine strategy and improve results.

Cumulus said the expanded use of both services will provide advertisers with a more comprehensive view of local markets, including consumer behavior, media habits and brand awareness, to inform decisions around targeting, competition and media investment.