Sun Broadcast Group has become the latest radio company to license Nielsen Media Impact. It joins Entercom, Univision and Westwood One among Nielsen’s radio clients that have signed up to use the media planning tool that helps clients understand total campaign reach, frequency, and duplication.
While not a new tool – agencies and TV networks have been using it for years – Nielsen added radio to the cross-platform media planning tool in November 2018. NMI warehouses in one interface audience data from TV, radio, subscription video on-demand (SVOD), video on-demand (VOD), TV-connected devices, digital, magazine, cinema and digital place-based media.
“With Nielsen Media Impact, we can show advertisers the effect on overall campaign reach and frequency when money is moved between media,” Jay Bailey, President and Founder, Sun Broadcast Group, said in the announcement. “As we continue to expand our footprint to better serve our affiliates, advertisers and partners across the country, the usage of Nielsen Media Impact will have a vital part in evaluating the efficiency of our plans and demonstrating the true value of radio in driving sales.”
Originally designed for agencies and advertisers, the product includes respondent level data from PPM panelists and diary keepers. Radio clients are using it to show advertisers the actual audience delivery of their previously aired TV campaigns and how adding radio to the media mix would have improved their reach.
Advanced audience segments from Scarborough are being integrated into NMI, allowing agencies, advertisers and media companies to access the brand preferences, retail insights, buying behaviors and consumer lifestyles of audiences as they plan, analyze and optimize their ad buys across multiple media platforms.
As the media landscape continues to evolve, “cross-platform planning and buying are becoming ‘table stakes’ with big advertisers,” says Brad Kelly, Managing Director, Nielsen Audio. “Equipped with this powerful new Nielsen solution, Sun Broadcast Group will be using real data to effectively demonstrate how its radio assets can supplement and amplify the effectiveness of TV ad campaigns.”