Radio Is Being Transformed into One of the
Most Addressable Mass Reach Media by
Connecting Listening Audiences with Purchase
Data Across CPG, Retail, Auto and Other Verticals
New York, NY – June 14, 2017 – Nielsen (NYSE: NLSN)
today announced that Westwood One, America’s largest
radio network, has selected Nielsen Marketing Cloud and
its advanced data management platform (Nielsen DMP)
to launch the first-ever audio DMP. This ushers in an era
of highly specific radio audience targeting. Advertisers
can now make sharper buying decisions across
Westwood One’s over-the-air radio and streaming audio
channels, which reach almost a quarter of a billion
listeners weekly across all U.S. media markets.
Nielsen Marketing Cloud’s unique consumer insights
capabilities enable Westwood One to easily provide its
advertisers with detailed reports indexing all of its
network station lineups, key programming (NFL and
NCAA) and radio formats (such as ‘Alternative Rock,’
‘Mainstream Country,’ or ‘News/Talk’) against their
prospective customers’ demographics, personalities, TV
viewing habits, digital behavior, credit card spending
and specific product purchases.
“Purchase-based marketing is now a long-awaited
reality for our advertisers, and proudly a first-mover
advantage for Westwood One,” said Suzanne Grimes,
EVP, Corporate Marketing, Cumulus Media, and
President, Westwood One. “Radio now offers specificity
of audience alongside the biggest reach in media. We
are embracing Nielsen’s big data capabilities to enable
our advertisers to identify and reach their best
customers across every radio format we offer at an
extremely high degree of accuracy.”
Nielsen Marketing Cloud connects Westwood One’s radio
formats to real offline purchase data. The Nielsen DMP
does this by linking Westwood One audience data
captured via Nielsen’s Portable People Meter (PPM) and
Westwood One’s proprietary streaming audio data with a
wide spectrum of other Nielsen data assets in real time.
This includes Nielsen Catalina Solutions’ consumer
packaged goods (CPG) purchase data, the largest source
of UPC-level sales data in the U.S., covering 121,000
brands and 184 million individuals. It also includes
Nielsen Buyer Insights purchase data, covering $1.2
billion in consumer spending across 125 million U.S.
credit cardholders.
“Never before have radio audiences been linked to such
a rich source of actual purchase data across industries—
something Nielsen is uniquely equipped to do,” said
Damian Garbaccio, EVP, Commercial - Nielsen Marketing
Cloud. “The Nielsen DMP has the data, analytics and
reporting advertisers need to understand and act on
incredibly deep consumer insights. This enables
Westwood One to better demonstrate just how important
its audience is and to win more advertising dollars in a
very competitive cross-media marketing environment.”
Nielsen Marketing Cloud empowers brands, agencies and
media companies to connect more deeply with
customers by combining Nielsen’s world-class audience
data, media planning, marketing activation, analytics
and data management platform capabilities in a fully-
integrated platform.
Nielsen is committed to consumer privacy, making
consumers aware of how their data is being used, and
providing the ability to opt-out of targeted advertising at
any time through settings on the content providers’ site.
About Nielsen
Nielsen Holdings plc (NYSE:NLSN) is a global
performance management company that provides a
comprehensive understanding of what consumers Watch
and Buy. Nielsen’s Watch segment provides media and
advertising clients with Total Audience measurement
services across all devices where content—video, audio
and text—is consumed. The Buy segment offers
consumer packaged goods manufacturers and retailers
the industry’s only global view of retail performance
measurement. By integrating information from its Watch
and Buy segments and other data sources, Nielsen
provides its clients with both world-class measurement
as well as analytics that help improve performance.
Nielsen, an S&P 500 company, has operations in over
100 countries that cover more than 90% of the world’s
population. For more information, visit
www.nielsen.com .
About Westwood One
Westwood One offers audio products to engage listeners
whenever, wherever they are. We are a trusted
connection between audio companies, advertisers, and
audience, reaching 245 million people each week
through 447 owned-and-operated stations in 90 U.S.
media markets, more than 8,200 broadcast radio affiliates
and numerous digital channels. Our portfolio features
exclusive brands people love, such as the NFL, NASH,
and more. As the national-facing arm of Cumulus, we
represent more than just a radio network; we are a multi-
platform provider of sports, music, news, spoken word,
and digital content.
Most Addressable Mass Reach Media by
Connecting Listening Audiences with Purchase
Data Across CPG, Retail, Auto and Other Verticals
New York, NY – June 14, 2017 – Nielsen (NYSE: NLSN)
today announced that Westwood One, America’s largest
radio network, has selected Nielsen Marketing Cloud and
its advanced data management platform (Nielsen DMP)
to launch the first-ever audio DMP. This ushers in an era
of highly specific radio audience targeting. Advertisers
can now make sharper buying decisions across
Westwood One’s over-the-air radio and streaming audio
channels, which reach almost a quarter of a billion
listeners weekly across all U.S. media markets.
Nielsen Marketing Cloud’s unique consumer insights
capabilities enable Westwood One to easily provide its
advertisers with detailed reports indexing all of its
network station lineups, key programming (NFL and
NCAA) and radio formats (such as ‘Alternative Rock,’
‘Mainstream Country,’ or ‘News/Talk’) against their
prospective customers’ demographics, personalities, TV
viewing habits, digital behavior, credit card spending
and specific product purchases.
“Purchase-based marketing is now a long-awaited
reality for our advertisers, and proudly a first-mover
advantage for Westwood One,” said Suzanne Grimes,
EVP, Corporate Marketing, Cumulus Media, and
President, Westwood One. “Radio now offers specificity
of audience alongside the biggest reach in media. We
are embracing Nielsen’s big data capabilities to enable
our advertisers to identify and reach their best
customers across every radio format we offer at an
extremely high degree of accuracy.”
Nielsen Marketing Cloud connects Westwood One’s radio
formats to real offline purchase data. The Nielsen DMP
does this by linking Westwood One audience data
captured via Nielsen’s Portable People Meter (PPM) and
Westwood One’s proprietary streaming audio data with a
wide spectrum of other Nielsen data assets in real time.
This includes Nielsen Catalina Solutions’ consumer
packaged goods (CPG) purchase data, the largest source
of UPC-level sales data in the U.S., covering 121,000
brands and 184 million individuals. It also includes
Nielsen Buyer Insights purchase data, covering $1.2
billion in consumer spending across 125 million U.S.
credit cardholders.
“Never before have radio audiences been linked to such
a rich source of actual purchase data across industries—
something Nielsen is uniquely equipped to do,” said
Damian Garbaccio, EVP, Commercial - Nielsen Marketing
Cloud. “The Nielsen DMP has the data, analytics and
reporting advertisers need to understand and act on
incredibly deep consumer insights. This enables
Westwood One to better demonstrate just how important
its audience is and to win more advertising dollars in a
very competitive cross-media marketing environment.”
Nielsen Marketing Cloud empowers brands, agencies and
media companies to connect more deeply with
customers by combining Nielsen’s world-class audience
data, media planning, marketing activation, analytics
and data management platform capabilities in a fully-
integrated platform.
Nielsen is committed to consumer privacy, making
consumers aware of how their data is being used, and
providing the ability to opt-out of targeted advertising at
any time through settings on the content providers’ site.
About Nielsen
Nielsen Holdings plc (NYSE:NLSN) is a global
performance management company that provides a
comprehensive understanding of what consumers Watch
and Buy. Nielsen’s Watch segment provides media and
advertising clients with Total Audience measurement
services across all devices where content—video, audio
and text—is consumed. The Buy segment offers
consumer packaged goods manufacturers and retailers
the industry’s only global view of retail performance
measurement. By integrating information from its Watch
and Buy segments and other data sources, Nielsen
provides its clients with both world-class measurement
as well as analytics that help improve performance.
Nielsen, an S&P 500 company, has operations in over
100 countries that cover more than 90% of the world’s
population. For more information, visit
www.nielsen.com .
About Westwood One
Westwood One offers audio products to engage listeners
whenever, wherever they are. We are a trusted
connection between audio companies, advertisers, and
audience, reaching 245 million people each week
through 447 owned-and-operated stations in 90 U.S.
media markets, more than 8,200 broadcast radio affiliates
and numerous digital channels. Our portfolio features
exclusive brands people love, such as the NFL, NASH,
and more. As the national-facing arm of Cumulus, we
represent more than just a radio network; we are a multi-
platform provider of sports, music, news, spoken word,
and digital content.
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