Continuous Diary Measurement positions radio on a level playing field with other media such as digital and TV and it will allow clients to maintain a competitive edge with the ability to react more quickly to marketplace changes. CDM will also help reduce 'bounce' in the ratings with rolling samples designed to provide a more consistent and stable view of the market.
"This is a transformative day for the Audio advertising industry when, for the first time, clients in these 46 markets will be able to transact on data monthly," said Brad Kelly, Managing Director, Nielsen Audio. "There is no doubt that Continuous Diary Measurement is a big step forward for the audio industry. With CDM, very large advertisers that rely on Marketing Mix models will be able to use the most current data available to get a better read on how radio drives sales results -- the ultimate measure of 'attribution'."
The July data for the balance of the 46 markets will deliver between August 14 and August 23. Effective with the launch of CDM, 94 Nielsen Audio metros will have monthly reporting (48 PPM markets and 46 CDM markets) representing ~80% of radio's ad spend and population in Nielsen Audio markets.
Following are the markets that will have CDM. (The markets with data releasing today are bolded and italicized):
Akron, Albany-Schenectady-Troy, Albuquerque, Allentown-Bethlehem, Bakersfield, Baton Rouge, Birmingham, Buffalo-Niagara Falls, Charleston, SC, Chattanooga, Colorado Springs, Columbia, SC, Dayton, Des Moines, El Paso, Fresno, Ft. Myers-Naples, Grand Rapids, Greenville-New Bern-Jacksonville, Greenville-Spartanburg, Harrisburg-Lebanon- Carlisle, Honolulu, Huntsville, Jackson, MS, Knoxville, Little Rock, Louisville, Madison, Mobile, Monterey-Salinas- Santa Cruz, New Orleans, Oklahoma City, Omaha-Council Bluffs, Puerto Rico, Richmond, Rochester, NY, Shreveport, Spokane, Springfield, MA, Syracuse, Toledo, Tucson, Tulsa, Wichita, Wilkes Barre-Scranton, and York.
The survey period for the first monthly release of data covers April 25, 2019 to July 17, 2019 and the reports will be delivered between August 13th and August 23rd.