Nielsen Expands Local Media Impact to 19 Additional Markets

RADIO ONLINE | Friday, May 17, 2019

Nielsen

Local Nielsen Media Impact (Local NMI), a solution that provides local media planning and cross-channel optimization across local radio and TV, is expanding to include 19 additional markets. Local NMI enables agencies, advertisers and media sellers to plan media for advanced audience segments in 44 designated market areas (DMAs) -- inclusive of all 48 Portable People Meter (PPM) metros -- representing 25 Local People Meter and 19 TV Set Meter markets. These 19 new markets will be available to clients beginning the week of May 20.

Local NMI is built with respondent-level data to allow in-depth cross-platform analyses for both local radio and TV separately, as well as radio and TV together. Combined with Nielsen Scarborough local consumer insights, these combinations of radio and TV plus Scarborough provide cross-media optimization at an individual-person level and enable granular advanced audience segmentation.

"The addition of more markets to Local NMI gives greater levels of precision to buyers and sellers looking to plan and execute more efficient media transactions in local markets," said Nielsen Jay Nielsen. "Local NMI unlocks access to new insights on media allocation and schedule optimization to better reach a variety of audiences across media vehicles."

As audience-based media buying evolves across platforms, Nielsen is using Scarborough in-market local data to analyze advanced audience segments including behavioral, attitudinal and cross-platform media behavior attributes. Nielsen says Local NMI improves delivery for advertising campaigns and simplifies the planning process on a local level across radio and TV with more media types to come in the future.