CBS And Nielsen To Measure Across Platforms
Taking a page out of ESPN's book, CBS announced today it would work with Nielsen to measure cross-media campaigns on local television and radio. This trial will focus on combining CBS local TV audience data with CBS Radio audience data for a reading on unduplicated reach and time spent across both media. The trial will measure reach and frequency for campaigns that run on both local TV and radio. As this pilot test develops, Nielsen intends to open participation across a wider group of clients.
Nielsen U.S. Media President Lynda Clarizio said, “We are very pleased to be working with CBS to bring together television and radio measurement as a result of our newly acquired Nielsen Audio capabilities and for the benefit of all clients. Developing new models of cross-media measurement allow our clients to identify expanded markets of potentially loyal consumers of products or content.”
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