Entercom (NYSE: ETM), a leading media and entertainment company and one of the two largest radio broadcasters in the U.S. and Nielsen (NYSE: NLSN) announced a multi-year strategic agreement for a comprehensive suite of measurement tools aimed at enhancing Entercom’s data-driven capabilities for advertisers.
As part of the agreement, Entercom will enhance its portfolio of Nielsen tools with new products including Nielsen Media Impact, RHIZA, Nielsen Marketing Cloud and the Tally Engine API. The agreement also includes other Nielsen products, such as the Nielsen Radio Market Report, Tapscan, and the nationwide and national regional database, as well as Arbitrends, Weeklies, PD Advantage Web, Gracenote and The Analysis Tool, in select markets across Entercom’s robust portfolio of 235 radio stations.
Nielsen Media Impact is the industry-leading cross-platform media planning solution. In 2018, Nielsen Media Impact introduced the addition of national AM/FM radio in Portable People Meter radio markets, allowing media buyers to understand the value of radio and the incremental reach achieved by including radio in the media mix.
“We are excited about the possibilities that this portfolio of measurement tools brings to our business,” said Weezie Kramer, Chief Operating Officer, Entercom. “This agreement is part of our strategy to demonstrate the impact of including radio in an advertiser’s media mix to deliver optimal campaign reach and frequency.”
“As an industry leader, Entercom is on the vanguard of all things audio,” said Brad Kelly, Managing Director, Nielsen Audio. “Nielsen is pleased to continue our long standing collaborative relationship with Entercom. Despite the fragmentation that exists across the broader media ecosystem, radio remains remarkably resilient with American consumers. Effective measurement and documentation of this consumer dynamic is central to Nielsen’s core mission. Entercom is a trusted and indispensable partner as we evolve the Nielsen Audio suite of services to better understand and demonstrate audio’s unique relationship with listeners and its exceptional value proposition for advertisers large and small.”