New York, NY – April 8, 2020 – Today, Nielsen (NYSE: NLSN) announced that Radio Research Consortium Inc. (RRC) can now license individual non-commercial stations for Nielsen Continuous Diary Measurement (CDM).
Radio Research Consortium Inc. is an independent, not-for-profit research firm committed to providing audience data to non-commercial radio stations. RRC contracts with Nielsen to produce local market audience estimates. Non-commercial radio in CDM markets will now have the ability to license monthly data estimates which can be used 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 Joanne Church, President of the Radio Research Consortium. “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, a leading audio-first media and entertainment company, 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, Inc., 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 Brad Kelly, Managing Director, Nielsen Audio. “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. CDM positions radio on a level playing field with other media such as digital and TV, and it helps 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.