Agreement includes all of Nielsen’s Local Syndicated Products and Services Available in its Markets
New York, NY — Aug. 8, 2019 — Nielsen (NYSE: NLSN) and Backyard Broadcasting PA LLC has reached a multi-year agreement for Nielsen audio measurement. This agreement encompasses all of Nielsen’s local syndicated products and services available to mid-market radio broadcasters.
Backyard Broadcasting PA LLC is based in Williamsport, Pa. The company owns radio stations WILQ-FM, WLMY-FM, WWPA-AM, W267BJ, Williamsport; WZXR-FM, South Williamsport; WCXR-FM, Lewisburg; and WBZD-FM, Muncy.
The latest in a series of high-profile customer “win-backs,” Nielsen can once again count Backyard Broadcasting among its valued clients. The gold standard in radio audience measurement, Nielsen audio’s long-established legitimacy, agency acceptance, and widespread use among media buyers were referenced as primary factors in the broadcaster’s decision to renew ties with the global research firm.
“It’s good to be back, and we are excited to be working again with Nielsen,” said Dan Farr, President, and CEO of Backyard Broadcasting PA, LLC. “We are looking forward to using Nielsen data to help us achieve our income potential in national and regional dollars—and the sales team is ecstatic about getting Tapscan back to help them plan the best radio strategy for their local clients.”
“Good-byes are never easy, but they do make the homecomings particularly sweet,” said Brad Kelly, Managing Director of Nielsen Audio. “We are thrilled to welcome Backyard Broadcasting back into the Nielsen Audio client family. Despite the accelerating pace of fragmentation we are seeing across all forms of media these days, the future of AM/FM radio and audio-based advertising platforms is looking remarkably bright. We could not be more excited about rejoining forces with the team of marketing pros at Backyard to help Williamsport, PA area advertisers build their businesses, move product off the shelf, and optimize their ad dollars. “
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries.
An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.