Ad Agencies Still Getting Arms Around Nielsen’s ‘Subscriber First Policy

As first reported by Inside Radio, Nielsen will no longer include the ratings for non-subscribing radio stations in the summary dataset that fuels the major buying systems used by agencies and advertisers. The new policy goes into effect in 2021 and ad agencies are still figuring out how to deal with not having a view of the total market when placing ad buys.

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Courtesy of Inside Radio