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Entercom and Nielsen partner with broad portfolio of measurement tools

Nielsen is announcing today a deepening of its relationship with radio group Entercom, which will enhance its portfolio of Nielsen measurement tools to include Nielsen Media Impact, RHIZA, Nielsen Marketing Cloud, and Tally Engine API.

Nielsen Media Impact seems to be the keystone of this new partnering. It is described as an industry-leading, cross-platform media planning solution. Helping agency audio buyers plan cross-category campaigns, Nielsen Media Impact added AM/FM measurement (via Portable People Meters) in 2018. That enhancement helps buyers understanding the importance of radio in a media marketing mix.

“We are excited about the possibilities that this portfolio of measurement tools brings to our business,” said Weezie Kramer, Chief Operating Officer, Entercom. “This agreement is part of our strategy to demonstrate the impact of including radio in an advertiser’s media mix to deliver optimal campaign reach and frequency.”

“As an industry leader, Entercom is on the vanguard of all things audio,” said Brad Kelly, Managing Director, Nielsen Audio. “Nielsen is pleased to continue our long standing collaborative relationship with Entercom. Despite the fragmentation that exists across the broader media ecosystem, radio remains remarkably resilient with American consumers. Effective measurement and documentation of this consumer dynamic is central to Nielsen’s core mission.”

Brad Hill

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