New York, NY – Oct. 7, 2020 – Today, Nielsen (NYSE: NLSN) announced that Radio Research Consortium,Inc. (RRC) has signed a multi-year renewal agreement to license individual non-commercial stations for Nielsen syndicated products including Nielsen Scarborough syndicated services.
RRC is an independent, not-for-profit research firm that contracts with Nielsen Inc. to produce local market audience estimates for non-commercial radio stations. RRC serves station managers, programmers, marketing, and development professionals. Founded in 1981 by Tom Church as a 14-member alliance, RRC has hundreds of non-commercial subscribers.
“As a long-term user of Nielsen data, we are looking forward to continuing our relationship as we advance our mission and commitment to provide audience data to non-commercial radio stations,” said Joanne Church, President of the RRC. “Nielsen is an integral part of our capabilities, and we look forward to utilizing the comprehensive insights that Nielsen provides.”
“Radio Research Consortium holds a unique place in the industry, representing non-commercial radio, and we have enjoyed a trusted relationship over many years,” said Brad Kelly, Managing Director, Nielsen Audio. “As the industry landscape continues to evolve, RRC remains a valued collaborator, and we are excited to continue to empower them with the comprehensive insights necessary for non-commercial stations with which to showcase their offerings to underwriters and meet their programming and marketing objectives.”
In April, Nielsen announced that RRC could license individual non-commercial stations for Nielsen Continuous Diary Measurement (CDM). In August 2019, 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.