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The tie-up allows the brand to tap into the research giant’s Voter Ratings platform across 18 portable people metre (PPM) markets
Nielsen and radio broadcasting player, Cumulus Media | Westwood One, have forged a strategic partnership, a move allowing the latter to tap into and benefit from the research giant’s Voter Ratings platform across 18 portable people metre (PPM) markets.
“Throughout my career, I have seen first-hand the power of broadcasting make or break a candidate and campaign. Radio has the largest reach of any media, plus the added benefit of formats to target voters. This new data shows radio is the best kept secret for political campaigns,” said Steve Shaw, President of Westwood One.
The service offers intel into how different segments, including those aligned as democrats, independents, republicans or even unregistered voters, use and listen to the stations of their choice. Armed with these insights, the brand will maximise commercial inventory and customise campaign messages for its intended audiences.
The Voter Ratings provision combines Nielsen Audio’s Portable People Metre data with that of key voter categories, the findings from which are broken down based on the political views of the varying groups as well as by day-part and format. Nielsen provides political ratings in the top 48 audio metros as well as top 56 television DMAs.
“Radio’s ability to localise and personalise content to reach a broader audience is a major selling point for agencies looking to maximize their campaign dollars and deliver an effective message,” said Matt O’Grady, Executive Vice President and Managing Director for Local Media at Nielsen.
“The 2016 elections are well underway and billions of dollars will be spent in political advertising. Our Voter Ratings solution eliminates the political advertising guessing game and strategically identifies what, when, and where key voter segments are listening.”
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