RRC to License Non-Commerical Stations for Nielsen CDM

RADIO ONLINE | Wednesday, April 8, 2020

Nielsen

Nielsen has announced that the Radio Research Consortium (RRC) can now license individual non-commercial stations for Nielsen Continuous Diary Measurement (CDM). RRC is an independent, not-for-profit research firm providing audience data to non-commercial radio outlets. RRC contracts with Nielsen to produce local market audience estimates and non-commercial radio in CDM markets will now have the ability to license monthly data estimates for underwriting, programming and marketing purposes.

"Having access to Nielsen Continuous Diary Measurement will help us further our mission as we continue our commitment to provide audience data to non-commercial radio stations," said Radio Research Consortium President Joanne Church. "As non-commercial stations seek underwriters, and plan programming and marketing strategies, we are now able to provide them with the sophisticated insights that put radio on a level playing field with other forms of media."

Nielsen earlier this month announced that Cumulus Media has extended its agreement for Nielsen Audio Measurement services and added CDM for 120 stations across 24 markets. This was preceded by an announcement last year that iHeartMedia would advance radio attribution by supporting Nielsen Media Impact and CDM in Nielsen Audio's four book markets.

"Another important organization in the audio space has provided support for Nielsen's Continuous Diary Measurement, and the Radio Research Consortium holds a unique place in the industry, representing non-commercial radio," said Nielsen Audio Managing Director Brad Kelly. "The diversity of the radio industry ecosystem requires advanced analytics and we are excited that Radio Research Consortium has found Continuous Diary Measurement to be an indispensable part of their measurement capabilities, affirming the utility and value of CDM to non-commercial radio."

Last August, Nielsen announced the launch of CDM which the company says positions radio on a level playing field with other media such as digital and TV, while helping clients react more quickly to marketplace changes. CDM also helps reduce "bounce" in the ratings with rolling samples designed to provide a more consistent and stable view of the market.