SBG Adds Nielsen Media Impact to Audio Insights Platform
|RADIO ONLINE | Friday, June 7, 2019|
Nielsen has announced that Sun Broadcast Group will expand its relationship with the ratings firm to license Nielsen Media Impact (NMI) powered by Nielsen's Total Media Fusion. NMI is a cross-platform media planning and optimization solution that helps clients understand total campaign reach, frequency and duplication using audience segments. NMI will enable Sun Broadcast Group to demonstrate the value that its audiences bring to an advertiser's media plan, while illustrating radio's incremental reach.
"With Nielsen Media Impact, we can show advertisers the effect on overall campaign reach and frequency when money is moved between media," said Sun Broadcast Group President/Founder Jay Bailey. "As we continue to expand our footprint to better serve our affiliates, advertisers and partners across the country, the usage of Nielsen Media Impact will have a vital part in evaluating the efficiency of our plans and demonstrating the true value of radio in driving sales."
Nielsen Media Impact is a personalized media planning solution that enables cost-effective decision making about where and when to engage audiences with content and advertising. For national planning, Nielsen Media Impact uses respondent-level data from Nielsen's Total Media Fusion, which includes Radio, TV, video-on-demand (VOD), subscription VOD (SVOD), TV connected device, digital, digital-place based, print and cinema.
Nielsen national radio data within NMI allows buyers and sellers to understand the value of radio as a medium at the national level and the incremental reach achieved by including national radio in the media mix. Along with the ability to compare radio with other national media, radio within NMI is flexible and includes several marketbreaks, including custom dayparts, radio formats, owner groups and RADAR networks.
"We are pleased to welcome Sun Broadcast Group as a subscriber to Nielsen Media Impact," said Nielsen Audio Managing Director Brad Kelly. "The media landscape is evolving quickly. Cross-platform planning and buying are becoming ‘table stakes' with big advertisers. Equipped with this powerful new Nielsen solution, Sun Broadcast Group will be using real data to effectively demonstrate how its radio assets can supplement and amplify the effectiveness of TV ad campaigns."